MILAN — Brunello Cucinelli’s first online store, operated by Italian e-tailer Yoox Group, bows today.
The site, which carries both men’s and women’s collections, will be available in Italian, English and Japanese, and accessible from Europe, the U.S. and Japan.
“I wanted to stay clear of an impersonal product image and focused on luxurious visuals, with merchandise styled as if it were in any of my top brick-and-mortar boutiques or showrooms,” said Cucinelli, whose priority was for the store to be “in good taste. This is my first and only one, let’s make it beautiful.” While conceding he is not technologically savvy, the entrepreneur said he sees online commerce as a necessary tool in a business that is evolving by the day. “I know how important it is to sell online, but the brand must remain luxurious and our mood must be transferred onto the screen.”
Yoox founder and chairman Federico Marchetti said Cucinelli’s store is unique precisely because of its styling. Positioned in the luxury range of the site’s stable, the brand shares with Yoox a significant business in the American market. Yoox aims for the U.S., which currently makes up 19.7 percent of sales, to be its main market by year’s end. Yoox currently operates 25 different online stores, including Marni, Emporio Armani, Roberto Cavalli, Valentino, Alberta Ferretti and Pucci, and plans to open five to six more a year with the goal of bringing the total to at least 50 by 2015. There is also a multibrand division, which comprises the yoox.com and thecorner.com online stores.
So far this year, Yoox has launched online stores for Emporio Armani and Marni in China and plans to launch Bally in that market in the first half.