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Fendi E-Commerce To Launch In March

Jan 20, 2015 02:36 PM EST
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Cara Delevingne walking Fendi's spring 2015 runway
(Photo : Getty Images/Tulio M. Puglia)

Luxury Italian fashion house Fendi has announced plans to launch an e-commerce site later this spring. It will only deliver to 28 European countries at first, but plans to rollout in Japan and the U.S. later this year, or in early 2016. 

Pietro Beccari, chairman and chief executive officer of the company, confirmed the news to WWD.

"It's a service that you give to the client," he told the publication, referring to the possibility of pickup and delivery for orders. "We will have a 360-degree approach."

The website will sell six looks from the women's ready-to-wear show in February, Beccari added.

The Milan-based brand currently sells some accessories and ready-to-wear pieces online through Neiman Marcus, Bergdorf Goodman and Net-a-Porter.

If Fendi's e-commerce website proves successful, other LVMH brands are expected to follow suit.

Luxury brands have become somewhat famous for their unwillingness to sell products online; Chanel and Céline are among the most "e-commerce-averse," according to Fashionista.

Back in 2012, Fendi offered an online pop-up to celebrate the 15th anniversary of its iconic baguette bag.

Back in June, the brand opened a physical pop-up shop at 122 Greene Street in Manhattan's SoHo neighborhood.

"SoHo is one of the most vibrant shopping destinations in the world for local and international customers," Beccari told WWD back when the boutique opened.

"It is important for Fendi to secure its presence here, and we are fortunate to have the chance for the next six months," he added. 

The temporary boutique was slated to be open until Dec. 31 and sat on the corner of Prince Street, across from the Apple store.

As WWD points out, Fendi's 630-square-foot pop-up shop embodied the classic Fendi aesthetic, with a touch of "SoHo's industrial aesthetic." It showcased a cycle of varying themes each month.

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