A new LVMH website

LVHM website

A new LVMH website

Just when you thought the LVMH group couldn’t get any bigger, the luxury conglomerate is launching a new e-commerce site for Le Bon Marché, Paris’s most iconic and oldest department store. Previously, LeBonMarche.com was an aesthetically pleasing news site for the shopping landmark, but now a whole new destination called 24sevres.com will launch in mid-June. Be sure to sign up; we’ll explain why below.

The online store will stock over 150 luxury brands including Louis Vuitton and Christian Dior which makes it a savvy alternative to own-brand websites that often run out of limited editions. The online operation will also deliver to 75 countries and will boast all manner of interactive elements including live video chats with in-store stylists. Like Harrods and Harvey Nichols, 24sevres.com – which refers to the shop’s Parisian address – will also kick start a loyalty programme. Bear in mind the French are late adopters of such schemes compared to us Brits, and therefore this is a big step in itself.

The site will open with 77 exclusives by brands including Chloé, Givenchy, Loewe, Marni and Ferragamo. Sixty-eight labels in total have approached designers/artists and creatives to collaborate with them for these special one-offs and each piece is an innovative spin on a house classic. We’re hoping for a special print Loewe animal purse; a French bulldog with an eiffel tower motif perhaps? Just a thought!

Integrated media will also guarantee a wide customer base: the site is matched with a 24 Sèvres iOS app as well as a ‘Style Bot’ on Facebook Messenger.

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So should net-a-porter be worried? It remains to be seen, but certainly LVMH in-house team have taken a few cues from their competitor’s packaging!

LVMH website