Burberry to sell products through Farfetch

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Burberry has teamed up with online retail platform Farfetch to make all of its products available to online shoppers in 150 countries.

Farfetch currently hosts hundreds of luxury brands including Gucci and Balenciaga, making it an online version of a high-end department store such as Selfridges in London or Saks Fifth Avenue in New York.

The shopping platform will also offer around-the-clock delivery of Burberry orders in London during the 24 hours following the brand’s show at London Fashion Week on 17th February.

Burberry will also be re-releasing a capsule collection from its archive alongside exclusive tote bags, which will be available to buy on Farfetch directly after the catwalk show.

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.”

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.”

New Burberry chief executive, Marco Gobbetti, is implementing a new strategy for the brand to focus more deeply on the luxury market, including selling leather handbags at higher prices, refurbishing stores, and closing some wholesale outlets in department stores.

Farfetch was valued at $1 billion in 2015 and is currently rumoured to be planning a stock market flotation, which would value the company at $5 billion.

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