Pictured above: (l-r) Jane Fleming, Jennie Baker, Steve Best and Bob Fleming

Royce Lingerie, which is based at Canada House in Banbury, has seen sales flourish at home and abroad after improving its website to make it easier for its trade customers to order online.

The company, which was set up by husband and wife team Bob and Jane Fleming in 1992, has particularly seen its overseas market grow and now exports to a range of countries including Australia and the USA.

The site, which gives trade customers their own log-in access and allows them to place orders and check stock levels, was written and designed by Coleshill-based IT company Acutec.

The firm employs 23 staff from its Banbury base, which includes offices and a warehouse, selling a range of wire-free bras, including specialist products for sport, pregnancy and post-surgery.

Customers include small independent shops to major stores such as Debenhams and John Lewis.

Jennie Baker, Royce Lingerie's marketing executive, said: "It is a very effective system and is a major benefit to our trade customers - which is helping us to increase sales.

"It's a very clever way of allowing any of our 400 trade clients worldwide to check stock and place orders at any time of the day.

"Our products are growing increasingly popular with women, many of whom just prefer the comfort provided by a wire-free bra. For many, though, it is essential if they are pregnant or have just undergone surgery.

"To provide our trade customers with such easy access to all our range is beneficial to everyone."

Steve Best, Acutec's web development manager, has been working with Royce Lingerie for nearly a decade. 

He believes the company's trade website model could benefit a range of businesses in the field of retail.

Steve said: "Businesses that give their customers an easy-to-use system to order their products are giving themselves the best possible chance to sell more stock - it's as simple as that.

"This trade website gives Royce Lingerie a competitive edge over other companies in this field and makes life easier for their trade customers.

"It is an intelligent system in that it also links through to its accountancy software, which makes billing customers an easier process. 

"The fact that the company is enhancing its international sales as well as achieving success in the UK is a testament to the forward-thinking attitude of the directors and the staff."