Yahoo Lifestyle Yoox Merges With Net-A-Porter
Just days after it was rumoured to be partnering with Amazon, Net-A-Porter has announced a merger with Yoox.com.
The two brands will continue to run separate sites, but will reportedly combine logistics operations, bringing consumers 24/7 customer service and access to the latest fashion goods.
"Today, we open the doors to the world's biggest luxury fashion store," said Net-A-Porter founder Natalie Massenet. "It is a store that never closes, a store without geographical borders, a store that connects with, inspires, serves and offers millions of style-conscious global consumers access to the finest designer labels in fashion."
Yoox founder and chief executive Federico Marchetti added that the merger was a game-changer for the fashion industry.
"Together, we plan to expand on our many combined successes and industry breadth to strengthen partnerships with the world's leading luxury brands and harness a significant untapped growth potential," said Marchetti, who also acknowledged that editorial had never been Yoox's forte, but that it was hoping to capitalize on Net-A-Porter's strong branding.
"Editorial is very important for social media, which is driving millennial sales in the e-commerce space. Smartphones now make up 50 percent of the traffic on Yoox's websites."
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