Escada prepares e-commerce launch

By

Bruno Joly

Published
Jan 8, 2013

Munich-based brand Escada will be adding e-commerce to its retail network this year. Alexandra Valtin, Director of Marketing, Communications and Licenses will be co-heading the venture with Director of E-Commerce, Tonio Frühauf. Before arriving at Escada in late 2008, Alexandra Valtin was head of Business Development at Hugo Boss and Managing Director at MyTheresa, an online luxury boutique.

“The site will go live in Germany and Austria in the spring and before the end of the year will be available in other European countries in their respective languages. For 2014, we envisage reaching further afar, lauching in China, Russia or in the United States,” Valtin commented. The e-store will carry the brand’s main line as well as its sport line and accessories. To manage the project, Escada has enlisted the help of Hermes NexTec, a company specialized in e-commerce solutions.

On a slightly less positive note, the fashion house will be skipping the upcoming Berlin Fashion Week, where it normally shows Escada Sport. Impending projects, including the e-store and two flagships in Berlin and Frankfurt, are contributing factors to the decision.