Burberry to target 150 countries online

Burberry to target 150 countries online

The Luxury retailer is launching a global partnership with online retailer Farfetch to ​extend the brand’s reach to over 150 countries.  

Burberry, which has a huge IT department and customer services office in Leeds as well as manufacturing sites in Castleford and Keighley, believes the deal will strengthen and secure its online presence across the globe.

Technology developed by Burberry has been integrated into Farfetch’s eCommerce platform, allowing the brand’s entire global inventory to be accessed through it.

The fashion firm will work closely with Farfetch to make sure the branding and message to the consumer is an overall consistent experience.

Burberry's digital commerce senior vice president Daniel Heaf said of the deal: “We are thrilled about our partnership with Farfetch.

“ Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer.

“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.”

Burberry also said that the technology it created to underpin its new partnership with Farfetch will be used in future to help it expand relationships with other eCommerce platforms.

The partnership will officially launch with “Show to Door”, an immediate around-the-clock delivery service from Farfetch for 24 hours after Burberry’s February 2018 Show.

Giorgio Belloli, chief commercial officer at Farfetch, added d: “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.”

No financial details were given on the deal.

Farfetch is a platform that allows people to buy luxury clothes or accessories from over 700 brands and boutiques.

The London-headquartered firm has been tipped for a New York stock market listing later this year, according to Reuters.

By 2025, online shopping is expected to account for 25% of luxury goods sales, a huge growth from its current 10% market share.