Net-a-porter to sell Tom Ford

Net-a-porter will be the first online retailer to sell Tom Ford's men's and women's ready-to-wear collections. Although Ford currently sells its luxury items in 110 branded retail boutiques and in department stores around the world, this will be the first time that the brand's lines are on another retailer's e-commerce platform.

Tom Ford sells designer men's and women's accessories and beauty products, which it sells on its own e-commerce branded site to shoppers in the United States, reported Women's Wear Daily. But now, the clothing lines will launch in July on Net-a-porter and in September on Mr. Porter.

"Net-a-porter is extremely strong in selling designer merchandise online and obviously Tom Ford ready-to-wear online, bags and shoes is a massive draw for our customer," Sarah Rutson, Net-a-porter's VP of global buying told Women's Wear Daily. "We've got a proven track record of selling at this level, especially brands that either have very limited e-commerce themselves or no e-commerce."

Net-a-porter was also the first e-commerce site to sell Chanel's new fine jewelry line called Coco Crush, which launched in April. Rutson said this initial partnership opened the door to other luxury e-commerce exclusive lines.

While Rutson said that selling on Net-a-porter is a great way to get exposure to new customers, it's also just part of the inevitable changes in how consumers shop. Whereas luxury consumers once only bought products in-store, they now want the variety and ease of multi-brand, online shopping.

Last month the e-commerce site launched The Net Set, which allows consumers to check out the latest trends, recommend products, upload images and shop more than 350 collections via mobile app.

Currently Net-a-Porter has more than 6 million unique visitors a month. In March, Yoox agreed to fully combine with Net-a-Porter in an all-share transaction, creating the world's largest online luxury goods retailer.

For more:
-See this Women's Wear Daily article (subscription)

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