The hotly anticipated multibrand e-commerce site from luxury conglomerate LVMH will go live globally on 6 June, it has been confirmed.
24 Sevres has been named after the French left bank street Rue de Sevres, home to the LVMH-owned upmarket department store Le Bon Marché, which has inspired the site, according to Reuters.
The site will launch in 70 countries on 6 June and will feature 150 brands, 20 of which will be from the LVMH stable such as Louis Vuitton, Dior and Fendi in the fields of fashion, beauty and luggage.
Chief digital officer Ian Rogers, who joined LVMH from Apple in 2015, has been spearheading the project along with a team from Le Bon Marché. He told Reuters the product selection would be curated with a Parisian eye. “The idea is to be attractive with unique products, not necessarily have a huge offering,” he said.
Until the launch of 24 Sevres, all of LVMH’s brands, which also include Nicholas Kirkwood, Marc Jacobs and Kenzo, had their own e-commerce strategies. By placing them all on one site along with other luxury and premium brands, which are believed to include Prada, Gucci and APC, LVMH will be pitting the site directly against other established luxury rivals such as Net-A-Porter.com, Matchesfashion.com, Mytheresa.com and Farfetch.com.