LVMH rebrands its online platform to


LVMH has rebranded its online multi-brand e-commerce platform from 24 Sèvres to

The platform was launched in June 2017 and its original name was a reference to the address of the group’s iconic Parisian department store Le Bon Marché, which is located at 24 rue de Sèvres and provided the inspiration for the site. is home to a number of brands from the LVMH group, including Celine, Dior and Kenzo, but also stocks other non-LVMH luxury brands from Isabel Marant to Gucci and Valentino.

In a communiqué to customers the company said that since its launch it had grown into a global destination stocking more than 300 brands and shipping to more than 100 countries and the new name was a reflection of that.

The 24 Sèvres project was spearheaded by chief digital officer Ian Rogers, who joined LVMH from Apple in 2015, along with a team from Le Bon Marché. The concept was to provide a quintessentially Parisian edit of the brands it sells in keeping with Le Bon Marché’s identity.