The luxury conglomerate will position itself as a competitor to Net-a-Porter with its most ambitious e-commerce project since hiring Ian Rogers in 2015.
PARIS, France ? Luxury goods group LVMH will reportedly launch its own multi-brand e-commerce site in March and offer all 70 of its brands on one site, according to the Financial Times. The site will be part of Le Bon Marché, the Parisian department store acquired by LVMH in 1984, and also sell other brands from outside the conglomerate. LVMH declined to comment or confirm the report to BoF.
This is not LVMH?s first foray into multi-brand fashion online retail. In 2000, the company ? which counts Louis Vuitton, Fendi, Céline and other brands in its portfolio ? launched eLuxury as a platform for luxury designer apparel, accessories, beauty and children?s collections. However, in 2009, LVMH announced that it would shutter the retailer as its brands began to launch standalone e-commerce operations. (eLuxury was, in turn, relaunched as editorial platform Nowness). The new e-commerce site will mark LVMH?s most significant digital investment since hiring Ian Rogers as chief digital officer in 2015, which signaled to many in the industry that the conglomerate was finally ready to integrate digital into its business. ?The luxury business is in a great position relative to where the world is going,? said Rogers at BoF?s VOICES in December, describing the luxury business as a ?mass [market] of niches.?
LVMH?s re-entry into the onl...