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LVMH e-commerce site is a bet on the long game

LVMH is launching a multi-brand online store, curating a range of products from its own labels and rival brands like Gucci and Prada.

More than 150 luxury labels will feature on the LVMH multi-brand site, built for the company’s Parisian department store Le Bon Marche. It will start trading next month.

Named after the street address of the Left Bank department store, it will ship from France to more than 75 countries.

Its initial focus will be on womenswear, and 68 brands will contribute exclusive products for the launch.

It is the first major e-commerce project since the company hired former Apple music executive Ian Rogers in 2015 to head digital efforts at a group level.

Incorporating features like video chats with Parisian stylists, the new site represents a curated selection from a broad range of luxury brands, says Rogers, who is chief digital officer.

“Anything you want is already online,” he says. “Consumers are looking for curators. We are building a trusted collection.”

“It’s a modest beginning, but LVMH plays a long game,” says Rogers.

LVMH’s first major multi-brand e-commerce platform for fashion,, folded in 2009.

It had started selling high-end handbags in 2000, but lost traction as brands pulled out to sell through their own online flagships. Louis Vuitton, for example, started selling online in 2001, with Fendi following in 2015.

LVMH’s beauty emporium Sephora has a thriving multi-brand site, recently cited as a driver of growth for the brand.

LVMH CFO Jean-Jacques Guiony last month said the site had reached a “critical mass” to be more profitable than brick-and-mortar sales in the US.

This story first appeared on sister site Inside Retail Asia.

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