Matchesfashion.com will launch a new daily-updated content feature called Style Daily on 14 September.

The content, which will be available only on the retailer’s app, will be created by Matchesfashion’s dedicated in-house team and it will all be directly shoppable from the platform using native mobile features such as swipeable content.

Readers will also be able to direct the conversation flow and curate their own editorial content, as well as shopping directly from the story without leaving the page. The new features were created and developed by the retailer’s tech innovation team.

Matchesfashion global content director Kate Blythe said the retailer wanted global customers to see it as their “go to source for inspiration, news and shopping”. “Story telling is such an important part of what we do and how we engage our customer and Style Daily will provide a new digital touchpoint. This was a collaboration across the business harnessing expertise from our mobile, tech and content teams – all aspects of the build have been created specifically with a mobile audience in mind,” she said.

Some 50% of Matchesfashion’s business is now generated via mobile and its app, which was launched 12 months ago, now accounts for 15% of its revenue. Style Daily is the first in a series of launches – the primary focus for the first iteration is providing unique editorial content while further planned iterations include personalisation and responsive content based on geo targeting, user actions and customer preference.

Matchesfashion, which recently agreed the sale of a majority share in its business to private equity house Apax Partners for a reported £800m, is planning to open a new creative hub in East London at the Queen Elizabeth Olympic Park. The 24,000 sq ft facility will house 20 photography bays and video sets and will lead to the creation of 150 new jobs in the next four years.