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Owner of Belstaff, Jimmy Choo and Bally brands to sell online

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The owner of luxury brands including Belstaff, Jimmy Choo and Bally is set to sell direct to consumers through transactional brand websites.

Labelux, which counts the three brands among its holdings, has signed a global deal with multichannel trading solution provider eCommera as part of a strategy to expand its brands internationally and across channels. That will mean taking them online.

eCommera will start by enabling Belstaff, an English heritage brand, to sell online through UK, US and European sites from this autumn. The solution will include Demandware’s Commerce Center. It will also offer full ecommerce support, from fulfillment management and customer service to trading and marketing as the brand launches online. Once Belstaff’s operation is up and running, the ecommerce functions can be brought in house.

eCommera chief executive Andrew McGregor said: “Global luxury brands are increasingly engaging direct with consumers, both online and through flagship stores.” He said eCommera would “take brands through the whole transformation process quickly, and work with them to build their online trading experience to the point where they are ready to take control of their own destiny.”

Mark West, chief technical officer at Labelux, said: “We chose eCommera for its flexibility, quality of staff and ability to deliver to tight timescales.”

Labelux and its brands will also use eCommera’s decision support tool Intelligent Trader, allowing them to use data generated across its brands to make decisions aimed at growing the brands.

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