Balmain launches revamped e-commerce offer with YNAP

Balmain
The new look Balmain.com

Parisian luxury house Balmain has unveiled a revamped e-commerce offer, powered by Yoox Net-A-Porter (YNAP) technology and designed by the Mazarine Agency.

The new Balmain.com has been developed as part of Balmain’s five-year partnership with the Online Flagship Stores division of YNAP and features streamlined navigation and a sleek design, overseen by Mazarine.

As well as the website technology, the site makes use of YNAP’s logistics and customer service infrastructure meaning customers can browse in seven languages and pay in eight distinct currencies via a number of payment options.

The new site debuts with with Balmain x Beyoncé, a collaboration that celebrates the looks that creative director Olivier Rousteing designed for the artist’s recent Coachella Concerts — with proceeds from the collection benefiting the work of the United Negro College Fund.

After being named Balmain CEO in April 2017, one of the first things Massimo Piombini focused on was an acceleration of the house’s digital capabilities to offer an enhanced customer experience.

“Until today, Balmain.com was house-managed. That limited our choices in regard to technology and design. Working with YNAP, the world’s leader in luxury e-commerce, as well as with the talented webmasters at Mazarine, allows us to connect with our customer in a much more exciting manner, delivering Olivier Rousteing’s designs to over 100 markets and seamlessly combining the digital and brand experience,” he said.

Francesca Tranquilli, Deputy President of Online Flagship Stores, said YNAP was “delighted to be working with such a prestigious brand in an exciting time of growth”.

Balmain was acquired in 2016 by Mayhoola, an investment fund backed by the emir of Qatar, from its former shareholders which included France’s Hivelin family. Mayhoola’s fashion investments also include Valentino and Pal Zileri.