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Net-a-porter’s menswear site Mr Porter goes live

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Mr Porter, the designer menswear site from Net-a-porter Group, went live this week offering over 60 brands including Ralph Lauren , Burberry, Paul Smith and Gucci . The site makes its debut for the spring/summer 2011 season, and marks exactly a decade since Net-a-porter.com was launched by former journalist Natalie Massenet. Its target audience is affluent, style-conscious men, and it has a global reach – goods from the site can be delivered to over 170 countries – and same day delivery is available in London and New York.

Content on the site includes video interviews of style icons, an online magazine called The Journal, and sections entitled ‘What’s New’, Style Directory and Wardrobe Manager on which customers can build a wish list and review past purchases. Emulating the high quality product presentation of its sister site, Mr Porter shows every garment in multiple views and with videos of the item modelled. There are also ‘wear it with’ suggestions, to maximise cross-selling opportunities.

Ms Massenet, who remains executive chairman, said: “This is an incredibly exciting new venture for us and one we have been planning for some time. We have always said that net-a-porter will remain a woman’s brand and now we are ready to create a dedicated men’s shopping destination entirely conceived with the stylish man in mind.”

Massenet says there is a “ready-made customer base for our men’s business” thanks to Net-a-porter’s following. “Three million unique users trust and love our service and will be invited to make a purchase for the men in their lives,” she said.”Additionally we look forward to welcoming a new group of super stylish men who join us to shop for themselves with the same level of service, dedication and commitment that women have had for the last decade.”

Earlier this year, Massenet sold her remaining stake in Net-a-porter to the Richemont Group for £50million.

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