EmmaPonsonby EmmaPonsonby CREDIT: Word of Mouth Media NZ

Major top end London-based online shopping mall launches into Australia

Wednesday 20 June 2012, 1:33PM
By Word of Mouth Media NZ

A London-based online luxury shopping mall was today launched across Australia bringing 100 of the best designers and labels from around the world. is a new online mall for women keen on top international fashion labels and who love to shop from home.

Christchurch’s London-based Emma Ponsonby, who launched the site, said 48 of their retailers were this week already shipping to Australia and the numbers would spiral readily within a week. was launched in the United Kingdom in February this year, and is now available to Australian shoppers. The new online mall will provide access to brands that ship to Australia so people can shop directly with the designers.

“I have spent the last three years researching the brands that people want to connect with online and attending London Fashion Week to keep an eye on the latest collections on the catwalk” Ponsonby said from London today.

“People can shop from the site anywhere, anytime day or night. How I've set the company up means our team of 7 can work from anywhere and in any time-zone.

In London Ponsonby became a project director working on large scale tv and digital projects for global brands such as Max Factor, L'Oreal and House of Fraser before setting up

“My fashion influences come from my mother, who was a fashion designer in New Zealand when I was growing up, so I spent a lot of time around sewing machines, shopping trips and many pairs of shoes.”

”Today's market is a global and mobile one, with the next generation of consumers using various devices to connect online and shop globally. has created partnerships with online retailers such as Bloomingdales and HugoBoss. I am now setting my sights on the Arab and Asian markets during a less buoyant economic period in the UK and Europe.”

“The Luxury Institute says 76 percent of women compare prices via mobile devices while a rapidly growing 27 percent have bought via a mobile device and this trend is set to expand” Ponsonby said.

The new online mall brings consumers just one click away from the world’s most desirable designer clothes, shoes, bags, scarves, and swimwear; having all the best brands available online makes shopping so much easier and time-efficient.

“ is about bringing the world's leading fashion brands together and making it easy to find them online,’’ Ponsonby said today

“What's exciting for Australian shoppers is the number of European and US stores that actually deliver to Australia and it’s sale season in Europe right now, so a great time for people in Australia to shop the autumn and winter collections.

“We are also inviting new designers to join the directory, so there is an opportunity for Australian luxury brands who are looking to expand globally to join

We all always on the look out for ways to improve our service for our customers, and with this in mind we are currently negotiating a partnership with a software company to provide a new tool that will enable us to search every single product from our brands and help our customers find what they are looking for very quickly.” is seeking to become the number one global search directory for consumers shopping luxury fashion brands online.

“The global apparel, accessories and luxury goods market had total revenues of stg1.778.5 billion pounds for 2011. The performance of the market is forecast to significantly accelerate in the next five years.

“I am looking at a pop-up shop in Australia before the end of next year, touring Sydney and Melbourne first,’’ Ponsonby said.