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LVMH’s New E-Commerce Site Could ‘Shake Up Everything’

LVMH revealed new details about the site.

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Luxury conglomerate LVMH Moët Hennessy Louis Vuitton has revealed details of its much-anticipated e-commerce site, including its launch date.

24 Sevres, as the site will be called, will be up and running on June 6, Business of Fashion reports.

The site will sell all of LVMH’s brands plus those of other luxury-goods companies. Among LVMH’s eyewear brands are Givenchy, Celine and Louis Vuitton.

The name of the site is an ode to Rue de Sevres, the location of Le Bon Marché, a department store that LVMH owns in France. 

LVMH is considered to be a late entrant to the world of e-commerce. The effort will put LVMH in competition with sites such as Farfetch, Net-A-Porter and Matchesfashion.com.

But The New York Times writes that the site, if successful, “could shake up everything” in part because of its size and industry influence.

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Luca Solca, a luxury goods analyst with Exane BNP Paribas, told the newspaper: “Le Bon Marche is already a multibrand physical retailer; moving that store online is a clear and natural next step. Of course, the natural advantage for LVMH is that they can get so many brands to play ball straight away, because the businesses belong to them.”

It was announced in February that LVMH and Marcolin were forming a joint venture for design and manufacturing.

Read more at Business of Fashion

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