Burberry expands its reach with Farfetch
LUXURY RETAILER Burberry has teamed up with online fashion platform Farfetch to sell its clothing and accessories around the world.
Burberry, which has manufacturing sites in Castleford and Keighley and a customer services office in Leeds, said its garments will be made available through Farfetch’s e-commerce platform in more than 150 countries.
Hundreds of well-known fashion brands sell their products on Farfetch and the firm last year launched a tieup with Gucci which offers a 90-minute delivery service.
The deal comes as new Burberry chief executive Marco Gobbetti, who took over from former boss and long-standing creative director Christopher Bailey last year, is overseeing a strategic overhaul which will see the group focus more on highend luxury shoppers.
The revamp includes moves to shut some wholesale sites and refurbish stores, which could see it ditch some outlets in department stores and shut those not in the right location.
Daniel Heaf, digital commerce and marketing president at Burberry, said: “We want the digital expression of our brand to represent the very best in brand and product storytelling, whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”
Farfetch, meanwhile, is reportedly plotting a stock market flotation in New York which would value the firm at £4bn.
Founded in 2008 by Portuguese businessman Jose Neves, Farfetch raised £87m in 2016 in a funding round which saw Singaporean investment fund Temasek become an investor.
Giorgio Belloli, commercial chief at Farfetch, said: “We’re so pleased to welcome Burberry to Farfetch as a direct brand partner.
“Our customers around the world love the brand, and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world.”
We want digital expression of our brand to represent the very best Daniel Heaf, digital commerce and marketing president at Burberry