Fendi to Launch E-commerce This Spring

One of LVMH's largest brands is about to test luxury shoppers' appetite for leather goods and high-end ready-to-wear online.
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Dhani Mau
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One of LVMH's largest brands is about to test luxury shoppers' appetite for leather goods and high-end ready-to-wear online.
Fendi Pre-fall. Photo: Fendi

Fendi Pre-fall. Photo: Fendi

Luxury brands have become somewhat famous for their reluctance to sell goods online. Chanel and Celine are among the most e-commerce-averse, but a few labels, like Burberry, Moschino and Saint Laurent, have gotten on board, and it looks like Fendi is next.

The Milan-based label, which currently sells some accessories and ready-to-wear goods online through retailers like Neiman MarcusBergdorf Goodman and Net-a-Porter, has just announced plans to sell directly to its customers through its own e-commerce site. According to WWD, the launch is set for March. Delivery will be available to 28 European countries, with U.S. delivery to come later. Fendi CEO Pietro Beccari told the trade it will handle logistics in-house and offer a "360-degree approach." Six looks from the brand's February runway show are said to be included in the online offer.  A rep for Fendi confirmed the news, but could not yet offer any further details.

Fendi tested the e-commerce waters in 2012 with an online pop-up to promote the 15th anniversary of its iconic baguette bag. If the label's foray into e-commerce is a success, we can expect to see other LVMH brands follow suit.