Editorialist wants to appeal to the tastes of its most extravagant consumers.
This story first appeared in the September 12, 2015 issue of WWD. Subscribe Today.
The site will today launch a high-luxury boutique carrying brands that have little to no online presence, such as Hermès and David Webb. A correlated service element — which includes home try-on and a lifetime Cobbler Concierge for footwear — will be available to shoppers in the New York area and all purchases are automatically upgraded to same-day messenger service (if purchased in New York) or overnight delivery.
The luxury accessories e-commerce site is also expanding the breadth of is services — and looking to the Yoox business model of powering monobrand e-commerce experiences to help grow the two-and-a-half-year-old company.
The core business will remain the multibrand e-commerce destination at editorialist.com, which sells contemporary and designer handbags, jewelry, footwear and accessories. But growing requests from brands sold on the site have led cofounders Kate Davidson Hudson and Stefania Allen to branch out into two new categories: creative content and white label e-commerce experiences.
The two have begun to work closely with luxury fashion houses (they’ve worked with seven so far but declined to name them) on their brand messaging and styling, and do everything from cull photographers and stylists to edit collections. They are also in the process of readying their e-commerce platform to power and handle distribution and fulfillment for brands that don’t have the bandwidth to do so. Editorialist will create and run digital sample sale-type experiences that will live on the luxury brand’s digital flagships. These sales will blend seamlessly into existing e-commerce experiences and are completely separate from Editorialist. Currently they are testing this model with one brand partner and plan to have an official rollout in November.
“This was never something that was in our short-term line of sight for the company, it’s strictly something that’s come out of demand from some of our luxury partners,” Hudson said, noting that participating brands can opt to do an invite-only sale.
“It’s a more efficient way to move excess product or pass inventory in a way that’s selective. We also don’t want to denigrate the brand equity of a luxury fashion company,” Hudson added.
In February, the site bulked up its editorial and fashion week coverage, reviewing up to 10 accessories collections per day, and this will continue throughout the upcoming fashion weeks. A focus on editorial has been key since the beginning, as Hudson and Allen view the two print magazines and four digital issues they produce per year as key in engaging with their target consumer. Most recently, Gilles Bensimon shot the fall print issue that came out at the end August, featuring Bella Hadid on the cover.
The two raised $2 million in Series A funding in October of 2013 and are actively raising a significantly larger round that is expected to close next year.