LVMH to start new e-commerce site '24 Sevres'

After weeks of speculation about LVMH's top secret project, the veil of silence has finally been lifted and the French luxury conglomerate confirmed yesterday that it will launch its new multi-brand e-commerce website '24 Sèvres' on June 6.

The new boutique shopping site is a foray into multi-brand luxury e-commerce with much at stake. On 6th June, 24 Sèvres will start in 70 markets worldwide and offer luggage, fashion articles and cosmetics. Ultimately, it will target 75 markets worldwide.

24 Sèvres is named after the Parisian Rue de Sèvres location of Le Bon Marché in the chic 7th arrondissement. While rumours of a shopping platform under the Le Bon Marché umbrella, LVMH’s upmarket chain of department stores, have been floating around for months, it is now confirmed.

LVMH's boutique website 24 Sevres will launch on June 6

The new website will offer products of more than 150 brands, among them 20 of LVMH's own. It will also be the only multi-brand website to sell Dior and Louis Vuitton products. The luxury conglomerate has invested a few million euros into the new digital venture, which is led by former Apple executive Ian Rogers and his team of 60 employees. He joined the company already in 2015 to focus on this project.

“We believe we are on the cusp of revealing something very exciting,” said the 44-year-old a month ago when speaking to the New York Times. According to Rogers, the new boutique website will provide international clients with “very Parisian choices”. “The idea is to be attractive with unique products, not necessarily have a huge offering,” he added.

Already in 2009, LVMH had to close its e-commerce website eLuxury, which did not succeed in the multi-brand luxury space. The difference now, says Rogers, is timing. But competitors like Yoox Net-a-Porter, MyTheresa, FarFetch and MatchesFashion.com have also been trying for a while now to get and keep a piece of the online luxury pie. It remains to be seen if 24 Sèvres can persist and even make a dent in the sector. In any case, many will be waiting for the launch on 6th June.

Photo: LVMH website