La Redoute deploys La Brand Boutique fashion e-store internationally

By

Marion Deslandes

Translated by
Nicola Mira

Published
Nov 9, 2017

La Brand Boutique, a multibrand website featuring premium men's and women's fashion labels, was launched in summer 2015 by French mail order/e-tail company La Redoute together with Parisian store Brand Bazar. The site is gradually expanding internationally, and in 2017 the British, Russian, Spanish and Portuguese versions have launched successfully.

In 2016, La Brand Boutique had been deployed in Switzerland and Belgium, and La Redoute tells us that the Swiss site is growing at a very fast rate. Next on the agenda for La Redoute, which is about to become part of the Galeries Lafayette group, is the launch of the fashion e-store in Italy and China. The latter is a huge market, with an appetite for premium European brands.

La Brand Boutique offers a selection of brands which would not have a place on La Redoute's e-store, and the range differs from country to country, depending on the agreements signed with the different labels.

Brand Bazar, the Parisian concept store founded in 2002 in the Saint-Germain-des-Prés district, has its own say in the selection of brands featured on La Brand Boutique, which grew from about fifty at its inception two years ago to the 200 currently available on the website's French version. Among them Polder, Sœur, Vanessa Seward, Essentiel, Scotch & Soda, Kujten and Bobbies. The newly launched Portuguese e-shop features 50 labels, including Petite Mendigote, Reiko and Stella Forest.

More brands are likely to join La Brand Boutique's directional selection soon. At the press conference announcing the Galeries Lafayette's group intention to acquire La Redoute, the joint-President of the French website, Nathalie Balla, mentioned several interesting synergies, including the possibility of  "boosting La Brand Boutique with new labels working with Galeries Lafayette." Given that La Brand Boutique is a currently a competitor of the Galeries Lafayette's own e-store, some adaption is called for if the proposed marriage will go ahead.