Luxury fashion brand Burberry has announced a new partnership with online retailer Farfetch, allowing it to extend its products online to over 150 countries.
This marks the first time in Burberry’s history that its entire global inventory will be available for purchase online.
“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,” Burberry’s digital marketing manager Daniel Heaf 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.”
Earlier this week Farfetch, which connects consumers from 190 countries with a network of over 700 boutiques and brands, was reported to be preparing for a stock market float on the New York Stock Exchange.
Although the float has not been publicly announced, Farfetch is understood to be seeking a valuation of $5 billion (£3.59 billion).
Farfetch has also announced partnerships with Chinese online retailer JD.com, Conde Nast’s Style.com and The Chalhoub Group in the Middle East.