How Radley Keeps Its Virtual Outlet Fresh, Fast and Beautifully Organized
Using Paperturn flipbooks, Radley built a live, digital catalog that’s updated daily, easy to shop, and perfectly aligned with its fast-moving outlet and WhatsApp-based sales model.
Industry: Retail Luxury Goods • Size: 500-1,000 Employees • Location: London, England
Key Results:
Meet Radley:
Radley is a London‑born luxury goods brand that designs handbags and accessories, known for their quality materials and expert craftsmanship. Their iconic designs deliver beautiful leather goods that women love.
“Paperturn is business‑critical, we need to have a catalog for our virtual store.”
Shawna Marie Thomas
Virtual Channel Manager, Radley
Challenge
When Frequent Updates Make Traditional Catalogs Unworkable
Radley’s virtual outlet operates as an independent retail channel. The team struggled to maintain a live catalog that matched the fast pace of outlet trading, such as frequent stock changes, constant promotions, and seasonal updates. Products were uploaded with no consistent order, leaving related styles scattered and making it hard for customers to find matching colors or details.
This disorganization slowed sales conversations and created extra manual work. On top of that, the existing format didn’t suit their WhatsApp-based community, where content needed to be shared instantly without technical hurdles or forcing customers to switch channels.
"Originally SKUs were imported in no particular order, which made it very difficult for customers to shop. We’ve now organized everything so all the families are together.”
Shawna Marie Thomas
Virtual Channel Manager, Radley
Solution
An Always Updated Digital Catalog Customers Love to Browse
Radley transformed its virtual outlet with Paperturn and created a dynamic digital catalog that keeps up with the fast pace of outlet trading.
A dedicated curator updates new deliveries, promotions and markdowns every day so customers always see the latest stock. The catalog is designed for easy browsing with alphabetized categories, grouped product families and inspiring lifestyle pages that highlight seasonal edits.
A special section called Conversational Radley celebrates the brand’s signature dog motif that loyal shoppers love. Fully digital and instantly shareable, the catalog connects naturally with Radley’s WhatsApp community.
Implementation
Building a Smooth and Consistent Update Process
The team quickly integrated Paperturn into their daily workflow to keep the virtual outlet running smoothly. Pages are designed in Canva and uploaded to the live flipbook each weekday, ensuring customers always see current stock.
Continuous improvement is part of the process. When navigation proved challenging, the team reorganized the catalog to enhance shopability, bringing structure and clarity to the browsing experience. The manager is training more colleagues so updates continue smoothly even during busy periods or holidays.
“We update and overwrite the catalog almost daily, it’s an everyday tool for us.”
Shawna Marie Thomas
Virtual Channel Manager, Radley
Results and Conclusion
A Smooth, Always Current Experience for Every Shopper
Radley’s virtual outlet now runs with the speed and flexibility the team needed. The catalog is refreshed every weekday so the publications reflects pricing and availability. The intuitive platform has made cross-training easy, which keeps operations running smoothly year-round.
Improved structure and grouped product families make browsing easier and faster for customers. Seasonal edits and the Conversational Radley section boost engagement by showcasing the styles shoppers love most. Promotions can be launched or retired in moments without reprints or technical delays.
The flipbook format fits perfectly with Radley’s WhatsApp-led model, where content and conversation come first. The virtual outlet now delivers a seamless, engaging way for customers to see and shop what’s new.
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