I'm excited to share with you that we have been working, and continue to work, hard behind the scenes to bring a legacy company, and our genesis, Blazer For Men forward into the digital age. It is no small task, even for a single store business like ours.
Blazer for Men opened in 1988, and as such has been focused on serving the local community around the store in Oakville, Ontario ever since. We recognized the shift in buying habits to include online shopping, and so, in 2016, LALONDE's was born. The biggest hurdle has undoubtedly been managing the inventory between Blazer and LALONDE's. As we have developed, we're finding that many of the Blazer customers also want access to real time inventory, product and brand information, and the ability to click and collect. A complexity we're excited to solve.
In order to create a seamless experience, we are now investing in a system that will allow us to have better inventory control, which means you will have more options and more accurate information readily available to you. Contacting us will be quicker. Shipping is already lightning fast, but we won't have to worry about that becoming a bottleneck either. We are treating our online store as an extension of our brick and mortar store, where we're always looking for ways to improve your experience and grow our reach.
The other half to the 'seamless experience' is website design. We are currently using a basic Shopify template that is doing a pretty good job of holding our products in a box for you to rifle through. We want to make that experience more thoughtful and relevant to you, so, we hired a digital team to help with that task and refresh our look. We believe that our experience in the brick and mortar service industry can translate to a higher level of service on the digital side. We're looking at rolling out neat features like; automatic and customized fit checks, direct line to a staff member that has access to the actual item you're looking at should you have specific fit, feel or fabric questions, discovery of new brands and items based on your activity, and a brand new way to explore the lookbooks. Our timeline for launch looks like June 2019, but we'll let you know the closer we get.
On the topic of lookbooks, we have over the years generated a dozen lookbooks and similar campaigns that are collections of that season's highlight items and outfits. They have been a major key to our growth and have provided inspiration and outfit ideas to thousands of guys looking for ways to up their game. We're expecting a late April launch for the SS19 edition. Stay tuned!
Ultimately, we're grateful to be a part of your story and that we get to share our story with you. Please feel free to reach out if you know of ways we can improve your experience at LALONDE's.