, based in Hertfordshire, England, has officially announced their new website. Inspired by the most successful US online retailers and the biggest UK supermarkets, the website uses far fewer pages, ensuring that the home page is always within easy reach while reorganizing their 8,000 products into manageable main categories: Outdoor, Running, Toning and Casual.

“Shopping online should be like going to the super
market,” continued Mr Barlow. “You should be able to easily find what
you're looking for, or at the very least know where it might be. Otherwise you
get lost, confused and leave because you can't quickly find what you're looking