Vogue and GQ publisher Condé Nast has launched its ecommerce site Style.com, featuring brands including Être Cécile, Johnstons of Elgin and Mary Katrantzou.
The site offers a “curated luxury shopping experience”, both as a standalone website and a shopping overlay on Vogue.co.uk and GQ.co.uk.
It works as a marketplace model whereby Condé Nast controls the whole customer journey through to transaction on the Style.com site. The products are dispatched directly by brands.
Customers can order multiple items from multiple brands in one checkout process, but orders will be dispatched separately and there is a separate delivery cost for each.
It launched with 52 womenswear brands including Être Cécile, Johnstons of Elgin, Mary Katrantzou, Paul Smith, Roksanda and MIH Jeans. Its menswear offer spans 33 brands including Our Legacy, Several, Mr Start, Emma Willis, E Tautz, Bruta and Christopher Raeburn. There are also seven grooming brands and 32 beauty brands including Delarom, GP Nutrition, Magicstripes, Nailberry and Dr Jackson’s.
Style.com said the brand mix will grow to include Chloé, Valentino, Raf Simons, Maison Margiela, Marni, Christopher Kane, Dolce & Gabbana, Rick Owens and Vetements, alongside emerging labels such as Jacquemus, Wanda Nylon, Casely-Hayford and Petar Petrov. It will launch in Europe and the US later this year.
The venture is led by the former head of ecommerce for French department store group Galeries Lafayette, Franck Zayan, who joined Condé Nast as president of ecommerce in January 2014. It is owned by Condé Nast but operates as a standalone unit under both the US and international divisions of the company, based at offices close to Regent’s Park in London. Its launch comes a year later than its original planned debut of September 2015.
Last year, Zayan told Drapers the marketplace model is the first phase of the launch. The second phase may include buying and holding stock.
“The marketplace is at the heart of the model, which means if we add an inventory model to the marketplace model it would be in addition, not a transition, so we would have a combination of both,” he said.
In September 2015, American Vogue editor Anna Wintour and the former head of Apple Europe, Pascal Cagni, joined the Style.com board of directors.
Wintour said the new venture will “shape the future”, offering a richer editorial experience and giving readers a greater insight into the fashion world.
They joined Condé Nast US chief executive Chuck Townsend, Condé Nast US president Bob Sauerberg, Condé Nast International president Nicholas Coleridge, Jonathan Newhouse and Zayan on the board.