Avenue 32: E-commerce Launch
New online shopping platform Avenue 32 launched worldwide from its London-based headquarters last week. Hosting womenswear clothing, shoes and accessories from 40 international luxury fashion brands, the website offers a mix of lesser-known and established brands ranging from British labels Temperley London and Preen to US-based label Calvin Klein.
Aiming to make online shopping as personal and intuitive as possible, Avenue 32 presents an edited offer of current fashion collections in a multi-brand environment. Unlike similar e-commerce fashion retailers Net-A-Porter and Browns, each brand curates their individual store space through customised content of imagery, videos, inspiration and written profiles, set in a deliberately minimal website template.
The collaborative effort encourages customers to connect with the names behind the brands and discover products that previously had little online presence. Mono-category brands listed include London-based Lizzy Disney’s leather accessories, India-based Poplin’s loungewear collection, and Body Edition’s line of luxury knitted bodysuits by Brazilian stylist Raquel Franco.
Founded by London-based entrepreneur Roberta Benteler and directed by Browns’ former buying director Erin Mullaney, Avenue 32 is updated weekly and will be adding more labels to its repertoire as it evolves.