Farfetch acquires Violet Grey ahead of beauty launch

Luxury etailer Farfetch has announced it will acquire US luxury beauty retailer Violet Grey for an undisclosed sum.

Violet Grey is global content and ecommerce destination for beauty consumers to discover "the luxury and lost glamour of Hollywood through a modern lens and shop the industry's most coveted beauty products".

The acquisition comes ahead of the launch of beauty on the Farfetch Marketplace, which is scheduled for later this year.

Upon completion, Violet Grey Founder Cassandra Grey will become a global advisor for Beauty on the Farfetch Marketplace and Chair of Violet Grey, providing overall strategic and creative direction for the brand.

Niten Kapadia, previously VP Operations at Farfetch will take the role of Managing Director for Violet Grey.

Farfetch Limited is an online platform for luxury fashion. Founded in 2007 by José Neves and launched in 2008, Farfetch began as an e-commerce marketplace for luxury boutiques around the world. Today, the Farfetch Marketplace spans over 190 countries, with items from more than 1,400 brands, boutiques and department stores.

Stephanie Phair, Chief Customer Officer at Farfetch said: “The acquisition of Violet Grey is an important step ahead of the launch of beauty on Farfetch later this year.

“It will enable us to offer our informed and engaged customers a curated selection of the industry’s most sought-after products, joining a world of beauty brands, from the iconic leading global brands, to smaller brands with a cult following.”

Cassandra Grey, Founder of Violet Grey, said: “Violet Grey was founded with a simple, straightforward mission - to enable customers to feel confident in their purchase decisions. We partner with the best beauty experts to curate the best beauty brands, to ultimately serve a community of customers who subscribe to the notion that only the best will do."