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Halston dives into e-commerce waters

The Halston brand is going digital with the launch of its flagship e-commerce site in more than 80 countries today, including the U.S. and Canada. The vertical e-commerce site will feature Halston Heritage apparel and accessories.

The brand is also expanding its physical presence, with plans to expand to more than 20 locations by yearend.

The launch of the online store is a partnership between Halston and Branded Online, an innovative e-commerce provider who developed the proprietary platform, and will manage all back-office functions including fulfillment, distribution and client services. The day-to-day business including merchandising, marketing, brand creative and brand communication will be run by Halston. The site will serve as a complement to the retailer's ongoing digital strategy, which is designed to strengthen direct communication and interaction with Halston clients and fans through the digital space and social media platforms.

This e-commerce launch follows the rollout of the first Halston Heritage retail stores earlier this year. There are currently seven stores worldwide and the company plans to have more than 20 by the end of the year.

“The launch of Halston's first e-commerce store is an important milestone for one of America's most iconic fashion brands,” said Ben Malka, chairman and CEO of Halston “The site will serve as our global flagship and will give us the opportunity to present the brand the way we envision it, while reaching new audiences in new markets across the world.”