Discount department store Kmart will offer personalised shirts, socks, and stockings during the upcoming holiday period through a partnership with Wesfarmers-backed Onthego.

Onthego, which is partially owned by Kmart-owner Wesfarmers, launched a funding round alongside the announcement to continue expanding its customer acquisition efforts and advance its technology.

“Customers are moving more and more to online to self-serve their personalisation ideas, from socks to Christmas stockings and tee-shirts with your name on it,” Onthego founder and chief executive Mick Spencer said in a statement. 

“In a time where customers have a lot of choice, retailers must be nimble and innovative in their customer offering, ensuring customers come back to their website or stores. 

“Customisation has proven [to be a] market that builds more brand loyalty.”

The customisation business already provides personalised clothing options through Officeworks, and previously told Inside Retail that the business saw a “massive opportunity” to expand across Wesfarmers’ other businesses. 

“If I fast forward five years there’s obviously going to be a huge amount of potential there, and the great thing is Wesfarmers are really keen on this young, ambitious company that they’ve got access to,” Spencer told IR.

Spencer also said the business plans to expand internationally, with a short term focus on South-East Asia and New Zealand, and a longer view to enter the UK, Europe or North American markets.