Centra continues its rapid ascent as the fashion commerce platform of choice for British brands – this time, partnering with womenswear label, Hush, to re-imagine its digital brand experience.

Founded in 2003 by Australian, Mandy Watkins, Hush has expanded significantly from its mail order origins to include a direct-to-consumer (DTC) offer alongside partnerships with retailers, including John Lewis and Next.

Announcing the partnership, Centra said its platform’s “omnichannel readiness” and “in-built international expansion capabilities” had made Hush choose its solution – indicating the fashion brand is looking to target shoppers in the U.S.

The new flagship site will be designed by ecommerce agency, Limesharp, who have collaborated with Centra on projects for British brands, including Ellis Brigham and Paul Smith previously.

VP of Partnerships and Expansion at Centra, Max Brennan, said in a LinkedIn comment: “A few months back, we officially partnered up with the fantastic team at Hush and Limesharp to jointly re-imagine and deliver on its ambitious vision for the company – both from a brand experience perspective, as well as from a growth and expansion perspective; a perfect fit for Centra.”

In 2020, Hush announced it had broken its daily sales record, with transactions exceeding £1million for the first time on its new Salesforce Commerce Cloud mobile-first ecommerce site.

Separately, Centra has also been revealed as the platform of choice for Swedish brand, Asket.

Ecommerce design agency, Grebban, announced last week it was behind the creation of Asket’s new digital store – blending the brand’s minimalist aesthetic with on-site storytelling and a seamless user experience. This is one of the latest collaboration between Grebban and Centra, who worked together to launch Osprey London’s new flagship web-store last year.

Last month Centra announced H&M Group would take a minority stake in the specialist fashion and lifestyle ecommerce platform.