LVMH launches Heristoria.com, showcasing its labels’ finest archive items

By

Dominique Muret

Translated by
Nicola Mira

Published
Nov 29, 2022

Heristoria.com embodies a new kind of luxury e-shop, created under the aegis of the LVMH group. The website was launched a few days ago and features only the finest items from the archives of the luxury group's labels, spanning the years 1900 to 2010. Each item has its own special history, and is sold with an exclusive customer experience.
 

Heristoria.com gives its customers the opportunity of being personally presented with the items they buy in an ad hoc appointment, at a symbolic venue for the label concerned. The opportunities range from visits to the labels’ ateliers to a bespoke garment alteration and fitting session, to the discovery of perfume brand Guerlain's “very secret place”, to a private tasting in the wineries and estates of the group’s top wine and champagne brands.
 
Heristoria.com currently showcases 29 exceptional items by 21 LVMH labels, in categories ranging from perfumery to wines and spirits, fashion and leather goods, watches and jewellery. The items have been hand-picked both from within and outside the group, each of them chosen in collaboration with the label that created them. The products are described as “vintage”, like the best champagne, and each has a unique story to tell. In a press release, LVMH said they are “timeless, authentic and eminently desirable,” and have been gathered for the first time by means of a “bespoke curation” effort.

Among them, an Art Deco bracelet ordered in 1926 to Chaumet by a British businessman for his wife, priced at €35,000, a black haute couture gown in silk duchess satin priced at €12,000 and made by Hubert de Givenchy in 1956, and, a cheaper item at €800, a silk jersey set designed by the Jean Patou label in 1976 for the air hostesses on the Concorde flights.
 
This unusual e-shop is the brainchild of Gérosine Henriot, who has been with LVMH since 2015 - she is currently head of financial controlling at Bulgari France. A history enthusiast, Henriot thought about how luxury items could be handed on across the generations outside of family lineage. She presented her project on the DARE platform, a business incubator programme instituted by LVMH to promote innovative solutions.
 

Henriot was later joined by Laurence Mayer, who has been working at LVMH since 2009, notably training Louis Vuitton’s retail staff, and by Nicolas Forge, a digital transformation project manager who joined the group in 2019. Forge was also involved in developing Nona Source, another DARE initiative. Together they set up Heristoria, whose name combines the French word for ‘heritage’ with “storia”, which means ‘history’ in Latin and Italian.
 
“Heristoria bears witness to our passion for success stories. Only a group like LVMH has the capacity to bring together under the same umbrella such a diverse selection of iconic heritage products that are also the expression of our label's wealth of expertise,” said Toni Belloni, deputy managing director of LVMH.