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LYST’S NEW LOOK: Online fashion marketplace Lyst is set to reveal a new look Tuesday, with an updated logo, a redesign of the site and a homepage that puts Lyst’s editorial content front and center. London-based Lyst worked with the London creative agency Wednesday on the new design, which Lyst said was created to appear “modern, bolder and more distinctive.”
The editorial on the site will spotlight products and imagery curated and written about both by Lyst’s editor and the labels and stores whose designs are featured on the site, which include Net-a-porter, Ssense and Asos. Lyst said the aim of the content is to both inspire customers and “empower [Lyst’s] partners to create a deeper brand world on Lyst...using the site as both a marketing and a commercial platform.”
Chris Morton, chief executive officer and cofounder of Lyst, said that while the company had focused on building the site as a “deeply engaging product,” since its launch in 2010, the firm has now “been able to turn more attention to our brand, with this new identity and content-based homepage forming the first of several exciting brand-led initiatives in the coming months.”
The new design comes as Lyst recorded sales of more than $10 million for the labels and stores it partners with through the site for July, with sales driven by the universal checkout service Lyst launched last year. The service, currently available only in the U.S., means customers can buy products from different designers and retailers via one checkout on Lyst.
The firm said that in 2014 it’s on track to grow by 400 percent year-on-year for the third consecutive year, and that it currently displays an inventory of more than one million items from more than 9,000 stores and designers globally. And following the new branding for the site, Lyst is set to unveil a new iPad app over the next few weeks, along with new iOS 8-enabled apps.