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Prada expanding into online retail

Prada expanding into online retail

Prada is finally venturing into online selling in Europe.

The Italian fashion house is one of the last luxury brands to resist digital sales, wanting to keep its offering as exclusive as possible. But that's all about to change, with the brand set to start selling via online fashion retailers Net-a-porter and in the near future. On 15 July (16), Net-a-porter will launch its edit of Prada's pre-fall and fall pieces, as well as a selection of bags, shoes and leather goods. On the same day, - part of the Neiman Marcus Group - will launch Prada's fall ready-to-wear collection online.

Federico Marchetti, chief executive officer of Yoox Net-a-porter Group, said that he was honoured the luxury label, which is known for its expert tailoring and whimsical vibe, chose to collaborate with the retailer.

"Prada is the ultimate brand every store wants to sell, but only few can, and we’re honoured to be one of them," he told WWD. "It opens a whole new online chapter for both groups."

Net-a-porter has recently been successful in drawing in brands formerly resistant to the digital arena, and last year (15) managed to secure a partnership with Chanel, which included an online exclusive, and digital shop-in-shop for a capsule collection of fine jewellery called Coco Crush.

Elsewhere, buying director Sarah Rutson said that she was pleased Prada was on board as creative director Miuccia Prada's fall collection was one of her team's favourites, alongside Balenciaga, Gucci, Chloe and Saint Laurent.

"The show ticked every box across every different category. It had that pioneering spirit, but it’s also going to sell," she shared, adding that she views Prada's new messenger bags as triggering a trend in the way of handbags this season.

And there's good news for the discerning male customer too; as of 6 September (16), website Mr Porter will also be stocking Prada, with an array of pieces including tailored suits, sportswear, footwear and accessories.

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