Buccellati changes e-commerce approach and launches on Net-a-Porter

By

Barbara Santamaria

Published
Mar 28, 2017

Buccellati, one of the most prestigious jewellers in Italy, has joined forces with international e-tailer Net-A-Porter to launch 22 styles from its iconic ‘Macri’, ‘Hawaii’ and ‘Rombi’ collections. The assortment spans rings, earrings, necklaces and bracelets in 18 karat yellow, white and rose gold variations, with and without diamonds.

This marks the official debut of the fine jewellery on the luxury shopping platform and is also the first time the brand has sold to a luxury global online retailer, aside from their standalone stores.

“It is a wonderful new partnership between tradition and contemporary style, combining our unrivalled heritage and craftsmanship with a pioneering platform for luxury brands,” commented brand president and creative director Andrea Buccellati.

The launch on Net-A-Porter reflects a change of strategy for the Italian high-end brand following the sale of an 85% stake to Chinese conglomerate Gangtai Group in December 2016. The Buccellati family, who launched the business in 1919, now retain a 15% stake alongside Clessidra, an Italian private equity firm.

When the companies announced the agreement, they said the link-up would drive a new cycle of growth for the brand, particularly in Asia, where Gangtai Group operates one of the largest gold jewellery distributers. It also owns a leading internet jewellery retailer.

Buccellati has currently an online site which only showcases its intricate designs and provides details of its stores. The partnership with Net-A-Porter will enable the online sale of its jewellery designs alongside fine jewellery from brands such as Repossi.

Net-A-Porter, launched in June 2000, has over 6 million unique visitors to its site each month, offering more than 450 of the world’s most coveted designer brands such as Gucci, Saint Laurent, Givenchy, Valentino, Dolce & Gabbana and Stella McCartney, as well as over 200 specialised cosmetic brands.