LVMH renames its ecommerce site 24 Sèvres to “24S”

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24S
// LVMH-owned ecommerce site 24 Sèvres renamed to 24S
// Follows successful 2018 and plans to further expand and develop the online store
// 24S was first launched in June 2017 and trades in more than 70 countries

LVMH’s own ecommerce site 24 Sèvres has been renamed to 24S less than two years after the luxury giant launched the online retail portal.

LVMH – which owns luxury retailers such as Louis Vuitton, Dior, Givenchy, Fendi, Tag Heuer and Kenzo – first launched the online store in June 2017 to 70 markets worldwide, offering products such as luggage, fashion items and cosmetics from more than 150 brands — 20 of which are company’s own.

The website is also the only multi-brand online retailer to sell Dior, Celine and Louis Vuitton products.

LVMH said the rename followed a successful 2018 and plans to the international development and expansion of 24S.

“24S surpassed our goals for 2018, with growth that was particularly strong in markets where customers showed a strong interest for our Parisian style, unique in its category,” LVMH chief digital officer Ian Rogers said.

“We are committed to continuing to advancing this vision of fashion beyond the borders with 24S.com, bringing us closer to our increasingly international customer base.”

24S chief executive Eric Goguey said: “Our orders have been delivered in over 100 countries and for the next phase we will be paying particular attention to regions that are showing strong potential, while pursuing the development of our existing key markets, amongst which the US is a strong growth driver.”

The rename also comes after the online retailer bolstered its management team with new hires in March: Marc Hugon as head of information systems and Tatiana Obolensky as head of customer experience.

24S is not the first time LVMH has branched out to online retail, after it closed its eLuxury site in 2009 due to the lack of success and demand at the time.

24S’s former name 24 Sèvres was chosen as a nod to Le Bon Marché, an upmarket department store owned by LVMH located on Rue de Sèvres in Paris’ 7th arrondissement.

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