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Brief Published: 28 Dec 2011

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.

Avenue 32