Thursday 22 February 2018

Burberry inks deal with Farfetch to sell products globally

The trenchcoat maker’s wares will be made available through Farfetch’s e-commerce platform in more than 150 countries.

Burberry plans
Burberry plans

By Ravender Sembhy, Press Association City Editor

Luxury retailer Burberry has teamed up with London-based online fashion platform Farfetch to sell its clothing around the world.

Under the terms of the partnership, the trenchcoat-maker’s wares will be made available through Farfetch’s e-commerce platform in more than 150 countries.

Hundreds of well-known fashion brands sell their products on Farfetch and the firm last year launched a tie-up with Gucci which offers a 90-minute delivery service.

It comes as new Burberry chief executive Marco Gobbetti, who took over from former boss and long-standing creative director Christopher Bailey last year, is overseeing a strategic overhaul which will see the group focus more on high-end luxury shoppers.

The revamp includes moves to shut some wholesale sites and refurbish stores, which could see it ditch some outlets in department stores and shut those not in the right location.

Daniel Heaf, digital commerce and marketing president at Burberry, said: “We want the digital expression of our brand to represent the very best in brand and product storytelling, whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”

Farfetch, meanwhile, is reportedly plotting a stock market flotation in New York which would value the firm at 5 billion US dollars (£4 billion).

Founded in 2008 by Portuguese businessman Jose Neves, Farfetch raised 110 million US dollars (£87 million) in 2016 in a funding round which saw Singaporean investment fund Temasek become an investor.

Giorgio Belloli, commercial chief at Farfetch, said: “We’re so pleased to welcome Burberry to Farfetch as a direct brand partner.

“Our customers around the world love the brand, and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world.”

The Burberry arrangement will also see the launch of “Show to Door”, an immediate round-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 Show.

Press Association

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