British designer Victoria Beckham is to launch an ecommerce site next year, a step towards launching a standalone store for the label.
Beckham will unveil her overhauled site in the spring which will feature ecommerce for her denim and accessories lines plus the Victoria Victoria Beckham range. The current site acts only as a digital lookbook of her collections, however the new site will allow users to share branded content via social media channels.
A holding page has today gone live at victoriabeckham.com.
Chief executive officer Zach Duane said: “For us, this is the first step toward creating our own store environment. There are obviously already some fantastic digital stores in place so the bar to entry is very high. But we feel that we’ve learned a lot from the market and that we are bringing our take on what we believe is ultimately all about customer experience.”
Beckham said the website had been a long time in the making. “It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer,” she said.
“The site will be ever evolving, featuring never-seen-before insights into my world through the medium of film. I’m incredibly excited with what I have created and the unique access to the brand I am now able to offer.”