Everyone knows about online comparison sites when buying products such as car insurance or when booking a holiday. Yet websites like Kelkoo Select offer a comparison of everyday items when it comes to shopping; books, music, computers and much more can all be compared and contrasted.

This sees Kelkoo looking to expand and offer a further service to its clients with the introduction of a new luxury shopping site, Kelkoo Select. Daily offers, value deals and discounts allow registered shoppers in London to view handpicked daily offers relating to a wide range of products in the bid to save money and time when it comes to online shopping and capital dining.

Kelkoo Select offers will include those relating to fashion deals by leading designers, premium tickets to West End premieres and access to the hottest restaurants in the city, all tailor-made for the ultimate cosmopolitan Londoner.

With 10 years of experience in offering online shoppers the chance to research and buy products on the Web, Kelkoo is aiming to support this online service even further by incorporating and making use of extensive industry knowledge from a range of external sources. Mark Bower, former Lifestyle Director at lastminute.com and former marketing director of eHarmony, Barry Holloway, who has already had a profound influence on the development of the Kelkoo Select brand, are part of the new venture to scour the Internet for up-to-date and relevant offers.

Founded in 2000, Kelkoo holds the largest Western European footprint in its sector. The largest ecommerce advertising platform listing 44 million offers from around 10,000 online merchants, it offers the biggest selection of deals for its users of all such sites on the market. An expansion into Kelkoo Select means a better service for buyers and retailers alike, with 23 of the top 25 European retailers using the site to list their products.

Jon Miller, Kelkoo Select's managing director, described the importance of the brand's expansion: "Continual growth and development form part of the business’ ongoing strategy and the launch of Kelkoo Select provides an exciting opportunity for the business to develop a more localised customer-centric service."

For those living in London, such a service can be particularly beneficial, yet it is an opportunity that even people residing outside the M25 can take advantage of. Deals on fashion and shopping can be obtained regardless of location and delivered throughout the UK. The extended 12-month validity of some of the offers will also play a part here, allowing people who live outside the capital the chance to visit and take advantage of the London-based deals.

The system works via a customer signing up to Kelkoo Select deals, whereby they will receive, via email, exclusive opportunities on deals from fashion to culinary to luxury breaks. The offers are available in three formats; simple email opportunities, group buys-meaning a certain number of people need to sign up for the deal in order for it to be secured and thirdly limited stock, meaning that exclusivity is prime.

Richard Stables, Kelkoo's chief executive officer, cements this attraction of the site: "We are committed to continually evolving the Kelkoo brand through innovation, and adapt our business accordingly to fit with the changing ways in which consumers shop online. We want to offer our users compelling services that set us apart from the rest of the market."

To do this and set itself apart from other comparison sites on the market, the deals on offer are completely relevant to their target group; something that comparison sites are renowned for missing out on.

"The group buying space is a crowded market and it’s vital we differentiate ourselves from our competitors. It is for this reason that we have recruited some of the best talent in the industry to help develop a unique offering. Kelkoo Select will offer a premium customer experience, with the best quality offers and a focus on both products and services," Mr Stables added.

Kelkoo Select aims to offer a service that is thoroughly tested by real people before it is offered en masse, ensuring that it is not only relevant but also of real use; developing strong relationships with customers who use the site and the companies that supply the deals in the first place. This further increases the understanding between suppliers and users so future deals can remain suitable and increasingly popular.

On launch, the site will predominantly be focused on the city of London and its residents, but further locations in the UK and international offers will become available in the near future, allowing a larger customer base to take advantage of such a service.