EMS relaunches e-commerce Web site

Multichannel outdoor gear and apparel merchant Eastern Mountain Sports has relaunched its e-commerce Web site as part of an ongoing rebranding that includes larger new stores in key markets.

GSI Commerce developed the site with a focus on enhancing the customer experience to make it similar to a store visit.

The site includes enhanced search and navigation, robust product photos, new payment options and security upgrades. The portal also enables customers to easily compare products and customer reviews, as well as create and share an online wish list.

In recent months, brands including Carpet One Floor & Home and Wrangler have launched e-commerce sites, while Talbots relaunched its Web shopping portal.

At the site, “top-quality gear is easy to find, and thoughtful suggestions are offered based on customer preferences,” said Will Manzer, president and CEO of EMS, in a statement.

GSI Commerce recently acquired Internet marketing agency Pepperjam.

EMS operates 64 retail stores across 12 states.