When it was launched in 2011, MrPorter, the high-end cousin of the successful Net-A-Porter site for women, aimed to change the way men shopped by building a guys-only portal which incorporates shopping and style guides.

It has succeeded. Last July, British men's fashion and lifestyle glossy GQ declared that Mr Porter has revolutionised the way men shop. Not only can they now shop wherever they are, men also no longer have to sieve through women's products before getting to what they want.

Speaking to Urban when he was here recently to attend a course at Insead Singapore, Mr Ian Tansley, 43, MrPorter's managing director, said: "We present the whole package in a way that men find useful and appealing."

The British website features more than 250 designer brands, including Alexander McQueen, Lanvin and Paul Smith, up from the 50 brands it started with.

Each month, it welcomes more than 1.4 million new visits and sees 150,000 repeat shoppers. In comparison, Net-A-Porter sees about six million new visitors a month, but it has been around since 2000.

While Net-A-Porter inspires women to dress well and stay on trend, MrPorter educates men on how to dress.

The Journal, the informative MrPorter e-zine, is updated weekly and has interviews with well-dressed men such as Hollywood actors Elijah Wood and Bradley Cooper as well as male style icons such as top model David Gandy.

It also offers comprehensive style advice on the season's latest trends and how to wear them.

The online store itself offers detailed sizing information on every product. For those in need of more help, there are at least 10 customer service agents, as the site calls them, who will answer questions via e-mail, Twitter or the telephone on the spot.

Men tend to shun fashion sites as they do not offer the kind of practical advice normally found on sites that sell electronic goods or software, noted MrTansley, who had spent five years as head of technology at Net-A-Porter before joining Mr Porter in 2011.

For instance, men like to know all the specifications of a product without having to ask for help. These details, he added, are what IT sites offer. So MrPorter has adapted those elements for its online store, including giving exact measurements of each product and the model wearing it.

"Men are more concerned with investing their money in style and not just clothes. So, we tell them how they should wear things and what looks good together to build a wardrobe that is classic and stylish."

Having a dedicated menswear site - and not just a tab added to a women's shopping site - is also key to building a successful e-store for guys.

Whether it is online shopping or going into a physical store, most men want a place they can call their own, he added.

"Even with a dedicated tab, men are quickly turned off when they see women's products on the homepage first. Among other things, they don't like to share their shopping space," he said.

Despite its user-friendly interface, one of the site's biggest challenges is convincing men that online shopping at MrPorter can be hassle-free.

"While women are more open to trying new fashion items or trends and returning products if they do not fit, most men are put off by online shopping because they don't want to go through the hassle of returning things."

This is where being able to piggyback on Net-A-Porter's established global customer service helps tremendously.

He said: "We are active on YouTube and Twitter, where shoppers can post questions to our customer service agents and have them answered at any time.

"Our customer service agents are trained to know the products well and can dispense styling tips as well as tell you how certain items will fit. So the chances of buying a wrong item are reduced."

So far, this experience has gained the site many fans, especially in Asia, where the group is planning to set up a warehouse in Hong Kong by the end of the year to cut delivery time for Asian shoppers.

Currently, Mr Porter has warehouses in London and New York, and shipping to this region takes up to four working days. With the new warehouse, delivery time will be halved and purchases can reach Asian shoppers in about two working days.

While he cannot reveal specific figures, Mr Tansley said Asians make up more than 30 per cent of the site's clientele, with Britons making up the bulk of shoppers.

Singapore is among the top 10 countries in terms of spending. While he declined to reveal the ranking, he said cities such as Hong Kong and London are ahead of Singapore.

The brands which are most popular with Singapore shoppers are Alexander McQueen, Givenchy and Lanvin.

"Lanvin sneakers are very popular with Singapore men. Actually, sneakers, in general, are very popular in Singapore. Often, we find ourselves having to restock certain styles to accommodate demand."

Other product categories that are popular with Singapore shoppers include sunglasses and tech accessories.

Mr Tansley is happy with the growth of the site.

"In the last three months, we shipped to 102 cities and they include orders from Northern Norway and some place deep in South America that I've never even heard of. It's really amazing," he said with a laugh.

Most importantly, Mr Porter wants to be an online destination for men who not only want to shop, but also to learn more about fashion and style.

"Not all men love shopping but they know they need to shop and look good, so we just make that easy for them," he said.

"Beyond that, men like the fact that they can come to the site, read the e-zine and learn about style from the many personalities we profile. That is the big difference between us and other online sites for men out there."

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Mr Porter's buying team shares five classic pieces every guy should own

1. The grey suit

The grey suit is the ultimate essential in any man's wardrobe. It can be worn for business meetings and looks equally great for weddings.

Try: Fine-wool suit by Richard James, £650.91 (S$1,250)

2. The navy blazer

One of the most versatile pieces in a man's wardrobe, the navy blazer looks good worn with just about anything and works all year round.

Try: Dover Hopsack blazer by Boglioli, £490.41

3. The white shirt

A classic white cotton shirt is the backbone to every man's wardrobe as it exudes classic elegance. The double cuffs on this shirt allow you to display your smartest cufflinks.

Try: Double-cuff cotton shirt by Turnbull & Asser, £154.17

4. The tan brogue

Everyone should have a decent pair of brown brogues. Wear them with a suit for a dressier look or team them with jeans or chinos for more casual occasions.

Try: Stanley leather wingtip brogues by Grenson, £116.67

5. The briefcase

Project a classier image of yourself on your commute to the office by carrying a smart, well-made leather briefcase.

Try: Elkington leather briefcase by Mulberry, £762.37

PHOTOS: MR PORTER