Céline unveils online exclusive with 24 Sèvres
After falling behind digitally, Céline is now accelerating its online engagement with a new exclusive partnership.
The last of the LVMH fashion brands not to have a transactional website,Céline launched its e-commerce at the end 2017 - first in France - with plans to launch in Europe and the United States in 2018.
Now, the fashion house has announced a retail partnership with multi-brand online platform, 24 Sèvres, which is also part of the cluster of brands owned by LVMH group.
"24 Sèvres announces the launch of Céline, thus becoming the only multi-brand e-commerce site to distribute the brand," said the website in a statement, stating that the offer covers all categories (ready-to-wear, leather goods, shoes, accessories and eyewear), with the brand's Spring/Summer 2018 collection already available, as well as a selection of classic pieces.
Launched in June 2017, the luxury online fashion site, which already distributes some 150 brands, including Louis Vuitton and Dior, is enhancing its offering with the arrival of Céline, as the brand is currently in "strong demand".
This exclusive partnership comes as the label begins to tackle a whole new chapter with the arrival of Hedi Slimane at its helm since February. The latter, which will unveil the house’s new image in September, will not miss the opportunity to promote his potential, particularly through social networks and by leveraging digital.
Slimane could also overhaul the brand's e-shop, since promising a "holistic" approach to his methods, creating a single coherent whole under the designer's direction with the house’s different aspects.
In the meantime, this partnership should allow Céline, which is still not very commercialised online, to develop online sales, especially since 24 Sèvres distributes in 80 countries. It remains to be seen if the site launched recently will compete with the powerful Yoox-Net-A-Porter or even Farfetch.
As part of the launch of Céline on its platform, Sèvres 24 will launch an exclusive capsule collection consisting of five pieces especially developed by the house (a skirt, a sweater, shoes, a bag and earrings).
Céline's sales, led by Séverine Merle and including nearly 140 shops, is estimated at around 1 billion euros. The goal, with the hiring of Hedi Slimane, is to double sales within five years.
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