MILAN — Italian design company Kartell has teamed with Yoox Group to launch its new kartell.com store, which went live Thursday. The Web site, which has been designed by Yoox’s internal creative team starting from a “mobile first” approach, is Kartell’s first online store and is currently available for Europe only. Shipments to the U.S. will start at the end of the year, while in 2015 the e-store will make its debut in the remaining markets.
“This is really an integrated Web site, where Kartell can show all its contents, which will be constantly updated,” said Kartell president Claudio Luti, who highlighted the importance of exploring the online market. “The world is divided in different sales channels, which must be integrated. We are strong in the retail business with stores all around the world; we are present in high-end international multibrand stores, and we realized the importance to be online with a beautiful site powered by Yoox, which is the best player in this segment.”
The partnership represents only the latest step of a long-lasting collaboration between Kartell and Yoox, which in 2008 started selling the brand’s products in the design area of Yoox.com. In addition, during the most recent edition of Milan Design Week last month, Yoox created a Kartell microsite, which was visited by 2.5 million users.
The new kartell.com has a homepage enriched with photos, videos and news related to the brand, while the menu is organized in three sections —Products, which contains a complete shoppable catalogue of the label’s collections; Kartell World, offering an in-depth view of the company, including a virtual tour of the Kartell Museum, and Live News, a wall featuring news and various, updated contents on the design firm.
“Currently, this Web site is the most beautiful site in the world in terms of e-commerce,” Yoox founder and chief executive officer Federico Marchetti said proudly. “First of all, because it is the latest [remarking on the constant evolution of technology], and also because it perfectly balances all its sections, which are usually separated.”
As Luti explained, the Web site hasn’t been designed for consumers only but also gives architects, interior designers and retailers the chance to find detailed technical information on the products and easily get in touch with the company.
Kartell sells its products in 140 countries and operates 130 stores, 250 shops-in-shop and 1,000 corners.