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New charitable luxury fashion etailer launches

A new luxury fashion and lifestyle etailer that will donate half of its revenues to charitable causes chosen by its customers has launched in London.



Livoos has signed up a number of brands, including cashmere specialists Johnstons of Elgin, Italian luxury label Salvatore Ferragamo and kidswear brand Monnalisa, for the launch. It is also carrying an exclusive range of shirts from Mr Fish.

The site donates half of its revenues to charity at no additional cost to the customer. It does not handle any stock and orders are forwarded on to the brands.

“Sustainability and social responsibility have been buzzwords in the past few years. It is now time to create a new business model that will act as the catalyst for change in an authentic and economically sustainable way,” said Livoos founder and chief executive Flavio Amorelli.

Livoos has received the backing of several prominent figures, including British Fashion Council (BFC) chief executive Caroline Rush and former chairman of the Financial Times and Walpole Sir David Bell. 

It will support the BFC’s education foundation, among other causes.

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