Digital fashion and homewares retail group N Brown has rolled out the third of its strategic new trading websites, with JD Williams completing a trilogy of upgrades.

It joins Simply Be and Jacamo’s new customer facing websites “which have already demonstrated positive results since launch”, said N Brown.

It also arrives ahead of the peak 2024 trading season and marks “an important milestone in the group’s digital transformation,” it added.

It said the new JD Williams mobile-first platform “delivers a more seamless customer experience, allowing users to effortlessly navigate the site, experience a frictionless checkout process, and receive the same rich experience across mobile devices”. 

The new site also boasts improved content from a new content management system, which will be rolled out to the Simply Be and Jacamo sites later this year.

N Brown said the Simply Be and Jacamo sites are now performing 20% faster than the historic website’s legacy technology. Meanwhile,  they’ve received “external endorsement of their performance”, with a doubling of their Google Lighthouse score, a measure based on a combination of performance, accessibility, Search Engine Optimisation (SEO), and best practice criteria.

COO Nuno Miller said: “Our new mobile-first websites have created a sleek, modern experience for customers as they shop across [the three brands]. The new websites remain the cornerstone in transforming our customer experience and we’re seeing impressive results for site performance and user experience. Not only that, the new JD Williams site represents the fastest rollout to date, with the faster delivery benefiting from our commitment to agile ways of working.”

Steve Johnson, interim executive chair and CEO, added: “The transformation of our business continues to gain pace as we proceed with investing in our strategy, positioning N Brown for sustainable growth whilst always improving the customer experience.”