LVMH will launch 24 Sevres, its new multi-brand website in over 70 countries next month. This will bring the luxury brand owner into direct online competition with Sephora and Net-a-Porter, as well as the world’s upmarket department store sites, such as Neiman Marcus. 24 Sevres will stock lines from 150 fashion .beauty and luggage brands, including products from 20 of its own brands. Certain of LVMH’s brands already have eCommerce offerings but these are currently operated and managed separately by each brand which means that their content, design and performance is very mixed. LVMH has invested millions of Euros into the new site in recognition that its customers are now seeking a superior online experience when buying upmarket products and aims to carve out a significant direct share of the growing overall online spend on luxury goods.
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