Victoria Beckham to launch e-commerce site

Singer-turned-fashion designer Victoria Beckham has announced that she is to launch her debut e-commerce site in spring 2013. The current site serves as an online lookbook for the brand’s collections, however the new look Victoriabeckham.com,

which is being created by King & Partners will house e-commerce for her accessories, eyewear, denim and Victoria Victoria Beckham line.

The e-commerce, which will be powered by King & Partners Sellect platform, will serve customers in the UK, USA and Europe at the initial launch in spring, supporting local currencies in each territory, with further plans to then roll out sales in additional territories.

As well as adding a transactional element to the website, Beckham has also teamed up with Jonny Lu and Isaac Lock to provide the art direction, as the site will also include branded content that users will be able to share using social media channels.

Commenting on the project, Beckham said: "My new website has been in the making for a very long time. It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer.

"The site will be ever evolving, featuring never seen before insights into my world through the medium of film. I'm incredibly excited with what I have created and the unique access to the brand I am now able to offer."

Zach Duane, Victoria Beckham CEO, added: “For us, this is the first step toward creating our own store environment. There are obviously already some fantastic digital stores in place so the bar to entry is very high. But we feel that we’ve learned a lot from the market and that we are bringing our take on what we believe is ultimately all about customer experience.”

Starting today, a holding page has gone live on the designer’s website, asking fans to sign up for brand updates, which will include a notification on when the e-commerce goes live.