Fendi launches e-commerce in US

By

Obi Anyanwu

Published
Aug 5, 2015

Fendi has launched an e-commerce site in the US after launching e-commerce in 24 countries in Europe this March.

Fendi CEO and Chairman, Pietro Beccari said that the launch is intended to help the company reach consumers who do not have direct access to a Fendi retail location. "We are doing it on our own because e-commerce is not even a new channel, it's a need to satisfy customers."
 
Since launching the in-house webshop in March, the company has more than doubled expectations thanks to online sales. Beccari feels that social media helped the e-commerce rollout significantly and is a catalyst behind the luxury market’s embrace.

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Key ready-to-wear looks from Fendi are available online, and a limited amount of fur products will be available, citing the need to touch the fur before buying as reason.
 
Fendi is one of the latest luxury fashion houses to launch an e-commerce site, following Chanel and Tom Ford. Next up, Fendi plans to launch in Japan.