Not-for-profit retailer DearGladys has launched an online store to reach a wider audience to further assist long-term unemployed and disadvantaged women.

DearGladys established itself with the sole purpose of providing ongoing financial support for Fitted for Work, a not-for-profit organisation operating in Melbourne, Sydney and country Victoria.

Fitted for Work provides free interview-appropriate clothing through personal dressing services as well as mentoring and transition-to-work programs.

Since its launch in Melbourne 2009, the Dear Gladys shop front has contributed to 30 per cent of the funds for Fitted for Work, with expectations that the online store will grow this amount.

Speaking to RetailBiz, CEO Jane Hunt said the move to online will take advantage of the booming e-commerce opportunities, which will gain extra support for Fitted for Work.

“We can now service customers from all over the world while spreading the word about Fitted for Work,” she said.

“DearGladys is a wonderful social enterprise where all profits go directly towards helping women experiencing disadvantage to get into the workforce. Going online is also really a cost of doing business now and another way to distribute the gorgeous vintage and contemporary stock that we have to people who can’t get to our physical store in Melbourne.

“Facebook also has been one of our main drivers to the site as well as SEO, media and links to other fashion sites and blogs such as mamamia.”