The upmarket website sells clothes, accessories, shoes and handbags from brands such a Mulberry, Anya Hindmarch and Ossie Clark. It says it has launched the scheme to fit in with the UK’s new frugal mentality and that a loyalty scheme is a good fit since it is an luxury goods site that could not compete on price.

Members earn one point for every pound they spend. When 500 points have been collected the member will be emailed a £20 voucher for money off their next purchase. Given that handbags on the site can cost around £500 this will often not take as long as might be thought.

Hits on the UK-based website have gone up by 144% in the last year and it says customers are increasingly confident in paying for goods online.

Mywardrobe.com is planning to launch a menswear section on the site in January, and the loyalty scheme will also be offered there.