LVMH to launch new multi-brand fashion e-commerce site

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Luxury goods company LVMH has announced it will be launching a new website in June, selling fashion products from around 150 designer brands.

The website, 24 Sevres, is named after the French street Rue de Sevres, location of the LVMH-owned luxury department store Le Bon Marché.

24 Sevres will launch on 6 June in 70 countries and will 20 LVMH brands including Louis Vuitton, Dior, and Fendi, alongside around another 130 fashion brands. Products are to include fashion apparel, cosmetics, luggage, and accessories.

The site will compete with other established luxury online retailers including Yoox Net-a-Porter, Farfetch, and Matchesfashion.com and aims to offer consumers “Parisian choices” in the world of luxury goods.

The launch of the new site is the biggest digital initiative in the company since LVMH hired Ian Rogers from Apple in 2015 to lead the expansion of online retail.

E-commerce currently represents only 7% of luxury sales but the figure is expected to rise to 12% by 2020.