Clothing retailer Next could increase demand from its online division to as much as 40 per cent of sales in two years.
The company launched new online and catalogue business TheLabel.co.uk last week which City forecasters believe - alongside significant growth in overseas internet sales - could help support the growth.
Next will issue full-year trading on Thursday this week which should confirm that online have already reached 33 per cent of its £3.7 billion sales.
The new catalogue and web site includes 315 well-known brands, including around 35 fragrances, with orders and deliveries on the same terms as Next. It allows customers to order up to 10pm for next day delivery at £3.99 or to collect in store for free.
Brands include Diesel, Levi’s, G-Star Raw, Superdry, Oasis, Warehouse, LK Bennett and Phase Eight, Nike and Adidas.
In a research note out this morning, Jefferies analyst Caroline Gulliver said: 'We don’t wish to overplay this development as it’s not the first time Next has trialled a separate branded website but it’s one example of Next’s appetite for innovation online.'
She said many of the brands offered in the new venture were already offered on the Next site but she said: 'We believe the separate catalogue and the streamlined website (hosted by the Next website) could lead to greater awareness among consumers.'
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