International fashion brand Tommy Hilfiger launched its online flagship website for Australia and New Zealand today.

According to a spokesperson, the site offers the widest assortment of products across all categories, free returns, online package tracking and dedicated customer service, adding the region to the company’s growing e-commerce portfolio and executing on the businesses strategy to drive digitisation.

The new online offering includes the first TommyXLewis collaborative collection, designed by Tommy Hilfiger in partnership with British racing world champion Lewis Hamilton.

This collection celebrates bold colours, sporty influences, heritage pieces and versatile shapes, with Lewis taking inspiration from his array of tattoos, luxury street style wardrobe and his personal lucky number 44.

The company’s Fall 2018 collection, which premiered at the TOMMYNOW ICONS runway event in Shanghai, will also be offered on the store – with other styles becoming available as they hit the runway through the “See Now, Buy Now” initiative, which is to be amplified and measured specifically for the Australian market.

Tommy Hilfiger has long been a brand with its finger on the digital pulse, being the first retailer to partner with Facebook Messenger to use it’s chatbots for retailing, as well as embracing mobile shopping trends as well as influencer marketing.

“Many years back, when we decided we should be technically advanced, it was a great decision because we were right on the cusp of change in retail,” Iconic fashion designer Tommy Hilfiger said at the NRF Big Show earlier this year.

“We were the reverse of that trend [of decline]… It all had to do with the fact that we embraced new technology and were not afraid to take risks.

“If you fall behind… catching up is maybe not an option.”

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.