LVMH launches e-commerce site 24 Sèvres in June

Luxury fashion conglomerate LVMH is expanding into the world of e-commerce as it steps up the digital side of its business.

The new website, named 24 Sèvres after the Rue de Sevres location of its exclusive Parisian department store Le Bon Marché, will offer fashion, cosmetics and luggage products.

The store will go live globally on 6 June in more than 70 countries, and will stock a selection of more than 150 brands, 20 of which will be from the LVMH stable such as Louis Vuitton, Dior and Fendi in the fields of fashion, beauty and luggage.

Chief digital officer Ian Rogers, who joined LVMH from Apple in 2015, has been spearheading the project along with a team from Le Bon Marché.

“I find it interesting that the Parisian perspective on fashion has been missing from the e-commerce landscape until now,” said Rogers in an interview with New York Times.

LVMH has already tapped into the increasing importance of online social media by setting up LVMH Luxury Ventures to invest in start-up luxury goods projects.

Until now each LVMH brand has had its own separate digital strategy, with some brands such Fendi and Kenzo putting significant resources into this area while other brands such as Celine had no e-commerce website of their own.

According to Reuters, LVMH’s online sales of US$2.2 billion last year equated to 5.3% of overall group revenues.

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