Celine has launched its e-commerce store in France.
The French fashion house which is owned by LVMH, was the only brand so far to not have its own webshop. Fans had to visit boutiques across the world or online portals, such as Net-a-Porter and Farfetch.
The new version of celine.com will serve as a one-stop online shop for ready-to-wear, leather goods, accessories, jewelry and shoes. The brand does not plan on making its entire offering available online so as to test the water.
'E-commerce is launching as planned with ambitious business objectives, but also as a key tool to increase visibility, recruit new clients and provide a full service to our clients who are looking for a global experience, mixing digital and physical touchpoints,' a Celine spokesperson told WWD.
Celine has long been known as a label that has been sold conservatively only through in-store boutiques. The launch of its e-commerce store fits within the new path that the brand has taken of amping up its digital footprint. In February it launched it's Instagram account which now has over 639,000 followers. Last month, it became known that the brand was entering the Chinese online market when it launched a WeChat account to better service clients.
The label will roll out to the rest of Europe and the United States in 2018, followed by Japan in 2019.