Net-a-Porter makes big California play

By

Cassidy Mantor

Published
Jun 7, 2017

Net-a-Porter has been busy on the West Coast, hosting events both in LA and Northern California that are designed to grow business among new and existing California customers.

Net-a-Porter recently launched an exclusive summer capsule collection with Reese Witherspoon's Draper James.

To celebrate the collaboration, the company hosted a private A-list luncheon  at a Beverly Hills home. The invite list included Jennifer Garner and Molly Sims. Editor-in-Chief of Porter magazine and global content director of Net-a-Porter Lucy Yeomans co-hosted the luncheon.

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In addition to the Draper James luncheon and celebration of the collection, Net-a-Porter partnered with the Los Angeles Museum of Contemporary Art (MOCA) and Cultured magazine for another private luncheon in LA. The women-and-arts-focused lunch took place on June 2 and was co-hosted by Cultured editor Sarah Harrelson and Net-a-Porter VIP customer Shari Glazer. After lunch, guests were treated to a museum tour guided by MOCA Director Philippe Vergne. Attendees were able to privately view MOCA's new exhibit "Kerry James Marshall: Mastry" at the event.

Moving up the coast from Southern California, Net-a-Porter then dove into wine country with a community building event in Napa, CA hosted by Vintner's Daughter founder April Gargiulo. Billed by Net-a-Porter as a cult beauty brand, Vintner's Daughter sells its botanical serum on Net-a-Porter for $185 for a 30ml eyedropper bottle.

In addition to selling Vintner's Daughter on Net-a-Porter, Gargiulo chaired the Napa Valley Auction this year, which Net-a-Porter has taken an active role in supporting. The company has pledged to donate 15% of sales from purchases made by guests at the event to the Napa Valley Boys & Girls Club.

The 21 piece Draper James collection is available on Net-a-Porter now. Price points range from $150 for an embroidered straw pouch to $550 for a silk and cotton blend dress.