Celine follows up US e-commerce launch with platform in Spain
Celine continues to expand its digital network. Two weeks ago, the LVMH-owned luxury brand launched its e-commerce store in the US and has now extended online shopping to Spain with the opening of a dedicated platform for the country on Wednesday.
Having previously kept its distance from online activities, Celine created its Instagram profile in February 2017. In December of the same year, the brand, which was still under the creative direction of Phoebe Philo at the time, opened its first online store in France, subsequently expanding the platform to cover Italy, Germany and the United Kingdom. In the run-up to the brand's first runway show with new Creative Director Hedi Slimane, the accent was controversially removed from the French fashion house's name and the brand's entire post history on Instagram was deleted. Online sales were suspended and, for a time, Celine's e-commerce stores simply displayed a golden background with a message inviting visitors to Slimane's first runway on 28 September.
The recently launched American and Spanish platforms now offer the brand's current collection of accessories, including handbags (which range in price from $1,250 to $27,300 for a crocodile-skin piece), wallets (starting at $680), calfskin card holders ($280), jewellery (from $390 for a brass bracelet and $445 for a sterling silver ring to $2,000 for a vermeil bracelet) and sunglasses ($410-$520).
Visitors to the sites can also preorder pieces from Celine's Summer 2019 accessories collection, which includes the bag that Lady Gaga was snapped showing off in Paris a few weeks before Hedi Slimane's runway debut for the brand. The site also presents images of the full Spring-Summer 2019 collection, a video about the fashion house and another about its artistic projects spotlighting the brand's collaboration with American artist Christian Marclay.
In the US and Spain, Celine is also available online through 24 Sèvres, the multi-brand luxury e-commerce site owned by Le Bon Marché. In terms of physical locations in the US, the label can be found at department stores including Saks Fifth Avenue, Bergdorf Goodman and Neiman Marcus, as well as at a network of a dozen company-owned locations in cities such as New York, San Francisco, Las Vegas, Chicago and Houston, Texas. In Spain, the brand currently operates a store in Barcelona and two retail locations in Madrid.
When announcing the company's 2017 financial results, LVMH CEO Bernard Arnault stated that the group hopes "to make Celine one of the foremost fashion brands in the world, achieving revenues of between 2 and 3 billion euros," an objective which would mean doubling or tripling the 1.2 billion euros in sales reported by the brand last year.
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