New York--Retail chain Michael Hill International has launched four new interactive e-commerce sites in Australia, Canada, New Zealand and the United States to support the brand’s expansion across major markets.

The websites have a new brand design, more than 2,500 products as well as a charm bracelet builder and a user-generated content, including shopper comments and reviews and a platform that allows them to share their personal stories and photos.

The site is responsive, meaning it will adjust to whatever device the user is viewing it on: desktop, tablet or smartphone.

Michael Hill partnered with e-commerce consultancy Amblique and global e-commerce provider Demandware to launch the new e-commerce sites.

“Michael Hill International is entirely dedicated to our current expansion strategy for the brand, which combines a continually strong brick-and-mortar store offering with a substantial investment in digital e-commerce,” said CEO Mike Parsell. “A solid e-commerce platform is paramount to the brand’s growth and customer experience, therefore we’re thrilled with the Amblique partnership and new omni-channel service.”

The company currently operates 280 stores across the four markets, including eight in the United States following its recent closing of one location

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