British luxury menswear label Dunhill has just unveiled its redesigned website, introducing e-commerce services and an editorial platform called The Club. Powered by Yoox Net-a-Porter Group, the new site is much more than a mere e-commerce shopping portal. The Club is a user-friendly, interactive page, where customers can read articles and watch videos about the brand's history and about current events and exhibitions taking place, in addition to browsing the Dunhill collections.
The website's redesign was inspired by the Homes concept — a revolutionary shopping experience where clients are treated to intimate and bespoke services, at London's Bourdon House, named the "spiritual home" of founder Alfred Dunhill. In the 1900s, the home was the official residence of the Duke of Westminster, and it's reportedly where he wooed Coco Chanel. The house now has its own cafe, bar, movie viewing room, tailoring room, spa, barber and old-fashioned gentlemen's club. Explore the London Bourdon House online here.