RW & Co., version 2.0

Fashion retailer RW & Co. has finally caught up to the vast majority of its competition, with the launch of an online retail store.

The chain, which offers both men’s and women’s clothing aimed at the 25-to-35 age group, has unveiled a “special preview” of its new online store.

The early version of the site only features some of the chain’s items, however it will eventually showcase the full span of merchandise. The site’s shipping policies are fairly standard: delivery costs $7.50 within Canada – or is free to any store of choice – and returns can be made via mail or in store.


Until now, RW & Co.’s website has been lacking in function. It featured select items from the brand’s latest collections, but didn’t provide price, colour or size information, or the ability to purchase items online.

In today’s internet-addicted society, I’m always surprised when major retailers don’t offer the ability to purchase items online. Consumers have come to expect the ability to browse items online, and to have them shipped to the address of their choice with the click of a button.

Retailers that aren’t yet offering this critical shopping channel risk falling behind their competitors, most of whom not only offer online shopping, but actively promote it through exclusive sales and deals on shipping.

I’m a bit surprised that RW hadn’t developed more of an online presence sooner, given that it’s owned by Reitmans (Canada) Ltd. – one of the largest publicly owned retailers in Canada. The company already operates an online store for its Reitmans women’s clothing chain, along with its Penningtons and Addition Elle plus-size clothing brands. Also, items from the Thyme maternity brand are available via the Babies “R” Us website.

The Smart Set women’s clothing brand, catering to younger shoppers, doesn’t offer e-commerce capabilities, however its website is much more functional than the previous RW & Co. site. The Smart Set site showcases all of the brand’s current merchandise, including price, size and colour information – enough to help shoppers decide whether it’s worth a trip to their nearest store to pick up an item.

Open-toe pump, $90.

Open-toe pump, $90.

With RW joining the ranks of Reitmans’ e-accessible brands, perhaps Smart Set will be next to get online shopping capabilities.

At RW, the launch of the new site comes as the brand also unveils a new collection of footwear. The women’s shoe collection features a small selection of dressy heels and flats in a variety of colours, and they’re among the items that are already available for purchase on the new website.



Filed under Clothing Lines, Retail & the Web

2 responses to “RW & Co., version 2.0

  1. I wonder if stores will become obsolete one day since online shopping is much more cost effective.

  2. Pingback: Smart Set steps up its online presence | Retail Realm

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