Designer Lela Rose to launch e-commerce site

American fashion designer Lela Rose will come out with a new company website on September 1 that will feature e-commerce for the first time.

Her collection will be available in near-entirety on lelarose.com, and will include exclusive items, such as a white fringe dress and purses in special web-only colors.

While Rose is known for her bridal collection, the designer has branched out to shoes, handbags and ready-to-wear -- a growth she credits for her ability to now sell online.

The Lela Rose brand is sold in 150 shops around the world, as well as wholesale on neimanmarcus.com, Net-a-porter.com and bergdorfgoodman.com.