Despite the fact that there are literally hundreds of e-commerce sites, very few online-only sites have managed to crack the mainstream market. Even fewer have cracked the online luxury market. Net-a-Porter, founded in 2000, has pretty much ruled the online-only luxury market with an iron first for the past 10 years–but that could soon be changing.

As more brands and retailers go online, consumers and CEOs are beginning to look at online-only luxury differently, heralding a new batch of innovative e-commerce sites.

One of those sites is the UK-based Avenue 32.

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