American Eagle launches online UK store

London - US retail giant American Eagle Outfitters has launched its first UK online store.

American Eagle currently operated three physical stores in the UK and its new UK website is a first across any of its markets.

Global brand president Chad Kessler told Retail Week the website will be used to “test and understand the demographics in the UK” as it seeks to decide where to locate more stores. The aim to is roll out to 20 or 30 stores.

Although all the existing UK stores are in shopping centres Westfield and Bluewater, the company would consider launching in high street city centres if the right location arises.

Kessler stated the retailer “feels good about the three stores and are seeing great conversion at them”.

American Eagle expects a turnover of over 15 million dollars in the UK when it annualises its launch in November.

Internet and catalogue sales make up 15 percent of the company's uk total sales but Kessler believes a greater proportion of sales in the UK could come from the web due to its relatively small store footprint.