Winternational is an online designer ski wear boutique for women. We source beautiful luxury ski wear for ladies and offer fast worldwide CO2 neutral shipping.

Winternational is an online designer ski wear boutique for women. We source beautiful luxury ski wear for ladies and offer fast worldwide CO2 neutral shipping. Founder and director, Tamsin Burford tells us more.

What was the inspiration for the site?

The inspiration came from me really. When I went skiing, I saw wonderful ski wear in the resort shops and on other skiers and I couldn’t find anything stylish in the UK. I hoped that if I felt that way then perhaps others would too and so it began. I started small and built up gradually. The aim is for the online shop to feel like a friendly boutique where you feel at home, where you feel special and you feel that the products are special.

When did you launch?

Winternational launched in 2006.

What are your greatest challenges?

Lack of time in the winter! E-commerce operates worldwide 24/7 and whilst that is wonderful, when you are a small business it can have its ups and downs. It’s exciting but sometimes exhausting. Looking on this positively, if it’s non-stop, we’re busy and that means customers are liking what they see at Winternational.



What's your background?

I’ve done quite a few things from being a PA to an investment banker to property development, but I have always loved fashion. My first job was working at Next as a Saturday girl.

Who do you admire in business?

I admire Justine Picardie, the writer and editor of Harper’s Bazaar. She is someone who manages to espouse elegance, charm, wisdom and eloquence and manages to research and write books whilst creating the most wonderful magazine. I also admire Arielle Charnas for her website and fashion enterprise Something Navy.

Please recommend a website and / or app that helps you promote or run your business or that you simply couldn't live without.

Shoelace is a wonderful app which helps us manage retargeting. I know not everyone likes retargeting but Shoelace helps us engage with potential customers without bombarding them.



Do you have a favourite business podcast?

My favourite is the Ecomerce MasterPlan world. I rarely listen to it without googling something mentioned and researching it, whether it is a tool or an app or a book recommendation.

What is the best piece of digital advice you've been given in regards to your showcasing/running your business online?

The best digital advice I’ve been given is to think about the people you aren’t reaching or converting.

The harder I try, the luckier I get.



Where do you see the business going from here?

I’d like us to offer more ski wear brands, continue to develop our loyalty programme and to be able to sell in other currencies. Over 30% of our customers are overseas, so I’d like them to feel more welcome in the boutique and to show prices in their own currency would be much more friendly.

Have you put your company forward for an award before? If so, please let us know which one.

I once was nominated for the Telegraph Ski and Snow Award best retailer.

October 2019