Technology

Tiffany to Begin Selling on Net-a-Porter

TechnologyApr 20, 2016

Tiffany to Begin Selling on Net-a-Porter

The iconic New York jeweler will loosen the reins on its tightly controlled distribution network later this month when it starts selling select pieces from the “Tiffany T” collection on the e-commerce site.

This screenshot from Net-a-Porter shows that the e-commerce site is letting its customers know that it will soon be adding Tiffany jewelry to its “edit,” noting that “we love the sleek timeless aesthetic of the ‘T collection.’”

New York--Later this month, iconic New York retailer Tiffany & Co. will loosen the reins on its tightly controlled distribution network when it begins selling a selection of T collection jewelry on e-commerce site Net-a-Porter. 

The collaboration makes Net-a-Porter the only online destination beyond Tiffany’s authorized channels where consumers will be able to buy the brand’s jewelry. It’s a significant score for an e-commerce site that thrives on exclusive partnerships with well-known brands.

For Tiffany, the deal gives it much more exposure online--the company currently sells online in 13 countries while Net-a-Porter reaches 170.

It also affords the 179-year-old retailer a change to reach a new, more fashion-driven and younger audience.

“Brand collaborations with innovative businesses like Net-a-Porter help ensure that Tiffany’s timeless designs reach a new generation of customers, wherever they are,” Philippe Galtie, senior vice president of international sales at Tiffany & Co., said in a joint statement announcing the collaboration.

Tiffany is scheduled to begin its partnership with Net-a-Porter, described in the release as a “limited time” engagement, on April 27. The ecommerce site will sell a selection of “Tiffany T” collection jewelry.

The New York jeweler’s partnership with Net-a-Porter is its second retail distribution “first” in recent months.

Back in October, Tiffany teamed up with Dover Street Market on “Out of Retirement,” a capsule collection inspired by its Blue Book designs from the 1970s. It marked the first time in company history that Tiffany collaborated with another retailer on a capsule collection.

Out of Retirement was sold in the Dover Street Market stores in New York, London and Tokyo.

Net-a-Porter once was wholly owned by Richemont, the luxury conglomerate that owns Tiffany competitors Cartier and Van Cleef & Arpels.

In March 2015, Richemont merged the e-tailer with Yoox, which is owned by Milan-based mail-order retailer Yoox Group, though it still retains a stake in the combined entity.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

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