Prada starts online selling in Europe

Prada was always reluctant to selling online, but the Italian fashion company is finally taking the leap into ecommerce. The luxury brand’s fashion items will be sold via online shops Net-a-porter and Mytheresa.com.

Fashion blog WWD shared the news, stating that on July 15, ecommerce website Net-a-porter will launch Prada’s (pre)fall runway pieces, bags, shoes and small leather goods. On the same day, online fashion store Mytheresa.com will start selling the Prada’s ready-to-wear collection for this fall. In September, Mr Porter, the male equivalent of Net-a-porter, will also be selling Prada.

‘Every store wants to sell Prada’

“Prada is the ultimate brand every store wants to sell, but only few can, and we’re honored to be one of them”, Yoox Net-a-porter Group’s CEO Federico Marchetti said. “It opens a whole new online chapter for both groups.” The fashion company secured an online exclusive with Chanel last year, where it built a digital shop-in-shop for the jewelry collection Coco Crush.

Yoox Net-a-porter Group today announced it estimates an annual net revenue growth of 17 to 20 percent through 2020.