ON YOUR MARKS: Matchesfashion.com is giving a whole new meaning to instant gratification with the introduction of a 90-minute delivery service across London, and nominated day and hour deliveries.

Customers within the M25, the road that surrounds greater London, will be able to place an order starting at 6:30 a.m., with the first deliveries arriving at 8 a.m. The service will launch on Dec. 5. An announcement is expected today.

“This is a revolutionary moment for luxury retail, bringing the industry into the buy-now-wear-now era. It will transform the customer experience,” said Ulric Jerome, chief executive officer of Matchesfashion.com, the omnichannel retailer based in London.

Jerome said the retailer is the first to offer guaranteed 90-minute delivery from the time of order. The first delivery is at 8 a.m. and the last is at 10 p.m.

Customers can also book deliveries at specified hours up to seven days in advance, and track all orders. The service was created in partnership with a tech firm known as On the Dot.

Jerome said technology is at the heart of the Matchesfashion.com business, and there will be more new developments to come.

Online sales at Matchesfashion.com grew 38 percent in 2015, driving revenues to 127 million pounds, or $194.3 million. The company said that 45 percent of its sales are generated via mobile phone, and during peak times an order is taken every seven seconds.

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