Farfetch enters the high -end beauty sector by buying Violet Gray

Farfetch enters the high -end beauty sector by buying Violet Gray

The online sales platform Farfetch announced Friday Jan 28 Janvierson to buy Violet Gray, famous Melrose Store Concept placeded to luxury beauty.here's why.

Based in London, the Farfetch platform founded in 2008 Portuguese entrepreneur José Neves has announced its intention to buy the Gray purple beauty products for a noncommunicated amount.A previous incursion from Farfetch in the Cosmetics field had taken place six years ago.A non -decisive foray: this attempt had nevertheless made it clear to the leaders of Laplateforme that the beauty sector had specific requirements of image, logistics and positioning.

As a reminder, Farfetch operates on a commission system with partner sesboutics and generates around 30 percent of sales from this site via its site.The company entered a partnership with Richemont and Alibaba (which invested in equal shares 600 million dedollars in the London company and took 25 percent of Farfetchchina) in November 2020.José Neves has managed to convince almost all of the luxury market players (with the notable exception of Chanel, Hermès Etlouis Vuitton) of the relevance of his positioning.

Incubate new beauty brands

Violet Gray, founded in 2013 by Cassandra Gray, 41, wife of the Mogulhollywoodian Brad Gray (who notably chaired the Studios Paramount etqui co -founded the Studio Plan B Entertainment with Brad Pitt and Jenniferaniston), offers in his flagship shop of melrose place andOn its site Internet a selected selection of beauty products signed by Luxeons de Luxe or by niche brands that the brand has contributed to knowing.Violet Gray is recognized for its loyal community Declients (including several personalities such as the late Virgil Abloh) erected Déconseils.Cassandra Gray's very little kept secret?"Marecette is ultimately to associate me with the best beauty experts pursuing the best brands and serving a community that subscribes to the best that only the best will do the trick".

« Opportunité de co-branding»»

Farfetch entre dans le secteur de la beauté haut de gamme en rachetant Violet Grey

The purchase will bring several decisive changes.Cassandra Gray, in debt in the world advisor for beauty at Farfetch, will continue to decide Violet Gray which will benefit, on the one hand from the expertise of Laplateforme Farfetch Solutions in terms of global logistics, detechnology, and on the other hand, will also benefit from theArrival, as director, of Niten Kapadia, previously vice-president of operationschez Farfetch.Cassandra Gray will work in particular on the incubation and the integration of new brands within the Enligne sales platform.

“For partner brands, Farfetch's expansion in Labeauté offers an opportunity to reach millions of luxury customers in co-branding and marketing opportunities to target the world of luxury beauty, estimated at nearly 69billion US dedollars: the second largest category in the Duluxe market after leather goods and in front of clothing, ”said the company in a press release.Stéphanie Phair, Director of Laplateforme customers insists: “This acquisition is an important step before the Farfetch of a whole program devoted to Debeauté products.»»

Photo credit: Violet Gray