LONDON — Prada is finally taking the leap into online selling in Europe, starting with Net-a-Porter and Mytheresa.com.
On July 15, Net-a-Porter will launch its edit of Prada’s pre-fall and fall runway pieces as well as bags, shoes and small leather goods. The Net-a-Porter introduction will take place the same day Mytheresa.com, part of Neiman Marcus Group, unveils Prada’s fall ready-to-wear collection on its online store. The launches have been long-awaited as Prada is one of the last luxury brands to resist selling online.
“Prada is the ultimate brand every store wants to sell, but only few can, and we’re honored to be one of them,” said Federico Marchetti, chief executive officer of Yoox Net-a-Porter Group. “It opens a whole new online chapter for both groups.”
Net-a-Porter has certainly been successful lassoing the brands most resistant to digital sales: Last year, it secured an online exclusive with Chanel, building a digital shop-in-shop for a capsule collection of fine jewelry called Coco Crush.
Alison Loehnis, president of Net-a-Porter and Mr Porter, called the Prada launch a milestone for the company and said she aims to establish a long-term partnership with the Italian label.
During a presentation of Net-a-Porter’s fall key buys, vice president of global buying Sarah Rutson highlighted Prada as one of the team’s favorite collections for fall alongside Balenciaga, Gucci, Chloé, Miu Miu and Saint Laurent. Prada was also one of Net’s highest spends for the season.
“The show ticked every box across every different category. It had that pioneering spirit, but it’s also going to sell,” said Rutson. She also pointed to the brand’s new messenger bags as a key new style of the season’s handbag offer.
As of Sept. 6, Mr Porter will also be stocking Prada, launching pieces ranging from tailoring, to sportswear, footwear and accessories.
“We want to bring the complete world of Prada men’s wear to Mr Porter. Prada holds a unique place in the world of men’s wear, with countless classic pieces…as well as always producing inspiring seasonal runway collections,” said Toby Bateman, managing director of Mr Porter.