Loss-making online fashion retailer La Redoute, now under new ownership, has unveiled plans for a new order processing centre, which it says will be the most innovative in Europe.

The 42,000 sq m facility will be 300 metres from the company's main operations centre in Wattrelos, northern France, when it opens in mid-2016.

"High-quality customer service is one of the key elements in returning La Redoute to break-even which we are hoping to attain in 2017," said La Redoute's co-CEO, Nathalie Balla. "This new order centre is a major project at the heart of our business as an online trader."

It will be equipped to handle 3,500 orders per hour, with goods ready for despatch within two hours and shipped the same day if ordered before midday. Processing will be simplified, compared to current practice, generating significant time savings.

The investment forms part of a EUR315m (US$407.1m) package granted to La Redoute from former owner, Kering, for the "economic transformation" of the business.

Earlier this year, Balla outlined plans for La Redoute to emerge as "an e-commerce market leader in the fashion and home furnishings segments for women over 30."