Burberry in e-commerce tie-up with Farfetch

Luxury fashion house Burberry has teamed up with e-commerce platform Farfetch in a move that will make all of its products available online in more than 150 countries.

The technology underpinning the partnership with Farfetch will also allow Burberry - known for its iconic trench coats - to deepen its relationships with other existing and new e-commerce partners. Burberry said the new format grants partners previously unavailable levels of depth, flexibility and transparency of its inventory, and enables the company to reach an expanded cohort of customers.

Daniel Heaf, senior vice president of digital commerce and digital marketing at Burberry, said: "We are thrilled about our partnership with Farfetch. Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer.

"We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer."

Giorgio Belloli, chief commercial officer at Farfetch, said: "We’re so pleased to welcome Burberry to Farfetch as a direct brand partner. Our customers around the world love the brand, and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world."

Farfetch will offer an around-the-clock London delivery service for 24 hours after Burberry's February 2018 show. A capsule collection of re-issued pieces from the brand’s archive, re-released as part of the February 2018 runway collection, will be available for purchase immediately following the show. In addition, three tote bags inspired by the February 2018 collection will be available to Farfetch customers only.

At 1050 GMT, the shares were up 0.6% to 1,552p.