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LVMH to launch a multi-brand e-commerce site

Luxury goods group LVMH, which operates the likes of Dior, Louis Vuitton, Céline, Marc Jacobs, Givenchy and Fendi, 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.

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.

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, describing the luxury business as a “mass [market] of niches.”

LVMH’s re-entry into the online market now is very late to the game. However, it is indicative of a higher priority afforded to digital operations and e-commerce channels since Rogers joined the company.

Per the FT, the site would compete with e-commerce giants like Net-a-Porter and FarFetch.

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