Burberry has unveiled a new partnership with ecommerce platform Farfetch, which will expand the luxury brand’s global distribution to 150 countries.
Under the deal, Burberry’s technology will be integrated into the Farfetch operating system, so its entire inventory will be available through the platform.
Burberry will work with Farfetch to ensure its appearance on the site provides a “curated digital experience” that reflects the brand’s handwriting.
According to Burberry, the partnership will also allow it to “deepen” its relationship with other ecommerce partners, as it will permit greater levels of depth, flexibility and transparency of its inventory online.
To launch the partnership, Burberry will run a “show-to-door” delivery service for the 24 hours following its presentation at London Fashion Week on Saturday. Three exclusive tote bags and a capsule collection of archive items reissued as part of its new collection will be available to purchase immediately after the show.
The collection will be the last shown under outgoing president and chief creative officer Christopher Bailey, who is leaving the business later this year. Earlier this week, Burberry previewed a new rainbow check, which will form part of the collection, as a tribute to LGBT charities and support groups.