LONDON — The Outnet.com, Net-a-porter’s sister discount site, will launch a summer shop with exclusive designer collaborations later this month.
According to Andres Sosa, the Outnet’s executive vice president of sales, marketing, creative, the e-tailer has partnered with a bevy of brands on a series of ranges after the company saw that its summer collections had performed well last year.
“Data wise, beachwear for us last year became the search highest category,” Sosa told WWD. “The top ones were dresses and tops, a constant on the site. So we really saw beachwear spike. Our top searched terms were caftans, maxi dresses, shorts, sunglasses and swimwear.
“We saw the spike not only in April, which is normally when people see it, but it went beyond. So this ‘buy-now-wear-now’ state of mind was really what we saw. This year, rather than having a week of strong summer exclusives, we wanted to do the shop, which is throughout the summer.”
According to Sosa, it was important to have an “interesting mix of designers that represented a global footprint.” This year’s roster includes Matthew Williamson, Adam Lippes, Alexis, Carbon & Hyde, Melissa Odabash and Miguelina, who have all created special ranges.
Williamson will be launching a range on May 25, inspired by his travels. The 26-piece collection includes dresses, caftans and swimwear featuring the British designer’s bohemian aesthetic. There kaleidoscopic colors and mixed prints. Arizona Muse will star as the face of the campaign, photographed in Ibiza by Rokas Darulis. The limited-edition range is priced from 115 pounds, or $140, for swimwear to 350 pounds, or $435, for a dress.
“The collection is an ode to the spirit of holidays and travel — an ethos that’s at the heart of my brand,” Williamson said. “The starting point therefore had to be the memories and mementos from my recent trips. The prints feature motifs like the hibiscus flowers of Bali and the mirror work and mosaics of Morocco.”
Lippes, meanwhile, has designed a 12-piece summer range — which includes a chambray wrap skirt, a strapless gown and a camisole dress — priced from 205 pounds, or $245, for a top up to 850 pounds, $1,227, for a dress. The line will launch on May 19.
Alexis has created 20-piece capsule of lace playsuits, dresses and separates in white and soft purple hues, which drops on May 31. It is priced from $129.50 to $495.
Carbon & Hyde’s six-piece fine jewelry offering includes a ring, a necklace and ear jewelry in yellow and rose gold adorned with diamonds or turquoise. It is priced from 530 pounds, or $630, to 850 pounds, or $1,047 and is due out in June.
July will see launches by Miguelina and Odabash’s line of swimwear, caftans and cover-ups while Miguelina’s 12-piece lineup will include cover-ups and jumpsuits ranging from 88 pounds, or $99, to 230 pounds, or $261.
“When we first launched, we were the Outnet for Net-a-porter. That was seven years ago and all of our stock came via Net-a-porter. Now we buy directly from the brands, which makes up 90 percent of our stock. We have a buying team in New York and in London.”
The L.A. celebrity stylist Ann Caruso will be curating a shoppable edit of summer apparel, beachwear and accessories for the site. The Outnet will also offer same day delivery for London, New York, the Hamptons and Connecticut.