Victoria Beckham launches e-commerce site

By

Anaïs Lerévérend

Published
Dec 18, 2012

Victoria Beckham is taking her brand a step forward in its development. Launched in 2008 by the ex-Spice girl and Simon Fuller (a music producer who also fund Roland Mouret’s collection), the luxury label will unveil its e-store in the Spring. The Victoria Beckham website has been also been overhauled and is now live. The move to e-commerce is logical following the brand’s expansion and restructure in recent seasons.

Though the site will not be selling the designers premium line of clothes, it will be offering a selection of items from the four other lines including accessories, sunglasses, denim and last but not least the ‘Victoria, Victoria Beckham’ line – the designers second, more affordable ready-to-wear line. The e-store, designed by King & Partner, will be launched in Europe and the United States to begin with, but an expansion could be on the cards in the future.

The site will provide internet-browsers with exclusive content and updates from the brand,
including never seen before insights into the Victoria Beckham world through the medium of film. For CEO, Zach Duane, the online store will provide consumers with the brands take on the ideal customer experience. “For us, this is the first step toward creating our own store environment,” he said. Rumours of a flagship store in London, Paris or New York have been flying around since 2011.