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Published
Jul 18, 2018
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Balmain taps Yoox Net-A-Porter for digital store relaunch

Published
Jul 18, 2018

French fashion maison Balmain has entrusted e-commerce firm Yoox Net-A-Porter Group (YNAP) with the digital relaunch of its new online store.


Designed by the Mazarine Agency, the newly streamlined and more modern Balmain.com will focus on premium customer service, allowing visitors to choose from seven different languages as they click through Balmain’s women’s, men’s and accessories collections.  

Online payments will be accepted in eight distinct currencies via a number of payment options.

The digital site, as well as its delivery and customer care operations, will utilise YNAP’s technology and logistics platform, said the luxury UK-based e-commerce platform, in a statement on online.

An exact date for the launch has not been disclosed, but it is understood that the site will premiere with Balmain x Beyoncé, the collaboration that celebrates the looks that Balmain's creative director, Olivier Rousteing, designed for the artist’s recent Coachella performance.

Since taking the helm as CEO of Balmain in 2017, Massimo Piombini has insisted on ramping up the Parisian label's digital capabilities.

Until this latest development, which has been forged under an agreed upon five-year partnership, Balmain.com was managed in-house. This limited "choices in regard to technology and design," according to Piombioni, in a statement.

"Working with YNAP, the world’s leader in luxury e-commerce, as well as with the talented webmasters at Mazarine, allows us to connect with our customer in a much more exciting manner, delivering Olivier Rousteing’s designs to over 100 markets and seamlessly combining the digital and brand experience," he added.

Balmain.com is the latest brand addition to YNAP's 'Online Flagship Stores' division. The segment already boasts a host of luxury fashion and accessories brands including Alexander Wang, Armani, Dsquared2, Versace, Valentino and Y-3, among others.

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