French luxury brand LVMH Moet Hennessy Louis Vuitton SA, which owns the Bulgar, Chaumet and Fred jewellery brands as well as the Tag Heuer, Hublot and Zenith watch brands, will re-entered the luxury e-commerce space when its multi-brand website 24Sevres.com goes live in June.

The website, named after the address of the LVMH store on the left bank of the Seine in Paris, will initially carry women’s wear and feature 68 brands, showcasing LVMH products alongside rivals like Gucci and Prada.

LVMH had tried a similar experiment in 2000 with ELuxury.com, but discontinued the website in 2009 as brands pulled out to sell on their own online platforms.

LVMH subsequently brought in Ian Rogers, who formerly worked at Apple’s online music business, to revamp its digital strategy. The new initiative is the first to have been rolled out since then.

The digital initiative is being headed by Eric Goguey, who formerly headed e-commerce at LVMH’s beauty emporium Sephora. The Sephora online initiative has driven growth for the brand and LVMH said its digital platform had reached a “critical mass” to overtake brick-and-mortar stores in the US.

https://www.gemkonnect.com/news/new-lvmh-luxury-website-will-feature-rival-brands-well