Clotheshorses in Canada will soon have a new fashion site to spend their hard-earned pennies on.

Launching this Monday, Dealuxe is a new online shopping website targeted at women aged 25 to 50 created by Sweetspot.ca founder, Joanna Track. The site was created to fill a void in the country’s online shopping world, Dealuxe founder and CEO Track tells MiC.

“There is no one with a large-scale retail clothing site in Canada,” she says. “Most Canadian fashion retailers don’t have a fully functional e-commerce site. We are launching with 25 brands, like James Perse, Smythe and Genetic Denim. So many Canadians shop from popular US sites like Shopbop and Net-A-Porter but have to pay cross-border duties. Dealuxe takes that all out and allows people to shop from their sofas.”

The site is launching with a media plan and creative from Toronto-based Blammo with ads running on Rogers Publishing’s female-focused sites such as Sweetspot.ca, LaineyGossip.com and Facebook.

There is no ad unit inventory on the site for launch, but brands can get involved in other ways, such as sample placement in customer purchases, Track says.

Each piece on Dealuxe is professionally photographed both on its own as well on a model, which makes it more appealing for consumers and brands.

“We also have a magazine section of the site where we have articles and videos on how to wear what you are buying,” she says. “It is great for retailers because they know their clothes will be shown in a way that brings them to life without consumers having to touch them.”

Clothing brands work with the site just as they would a bricks-and-mortar store, getting a traditional cut of each piece sold on the site, says Track. Items on the site will be regularly priced with a “Luxe” deal every Thursday.