By  on July 16, 2018

PARIS — Balmain is bolstering its digital reach with the launch of an online flagship serving customers in more than 100 markets in partnership with Yoox Net-a-porter Group.

Till now, in terms of its own online store, “the situation was quite poor,” acknowledged Balmain chief executive officer Massimo Piombini in an interview at the brand’s headquarters here. Everything was managed in-house “without any real technical expertise, and the possibilities to keep up with the upgrades of the digital business,” he said.

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