24 Sèvres: Will it be second time lucky for LVMH?

After eLuxury closed down in 2009, LVMH has re-entered the world of e-commerce with the launch of 24 Sèvres, created in partnership with French retailer Le Bon Marché. But is the market now ready?

© LVMH

At the start of this month, LVMH launched its highly-anticipated multi-brand website 24 Sèvres offering luxury fashion, accessories and beauty products at the touch of a button.

Contrary to pre-launch speculation, the website sells brands from inside and outside of the LVMH portfolio, including those from rivals Puig and Shiseido.

In cosmetics, there is a select number of brands on offer including Acqua di Parma, Byredo, Diptyque, Aesop, Laura Mercier, . . .

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