Tiffany & Co has announced it will start selling selected designs on luxury designer and fashion e-commerce site Net-A-Porter.
The announcement means that Net-A-Porter will be the only authorised online destination beyond Tiffany’s own channels where customers can find the company’s jewellery.
Tiffany said the move will help the brand reach new and prospective audiences among Net-A-Porter’s “loyal following” in more than 170 countries. This significantly furthers the reach of Tiffany’s e-commerce presence, which is currently in just 13 countries.
Philippe Galtie, senior vice president of international sales at Tiffany & Co, said: “Founded in New York, Tiffany has been a renowned house of luxury for 179 years, and 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.
“With their recognised edit and fashion authority, Net-A-Porter will re-introduce Tiffany as more than the legendary jeweler, but an expression of personal style.”
Sarah Rutson, vice president of global buying for Net-A-Porter, said Tiffany is “such an important brand” in luxury jewellery, with its heritage holding a “special meaning for many Net-A-Porter customers.
She added: “We are thrilled to serve as Tiffany’s first ever global ecommerce partner, an extraordinary coup for both brands. By marrying the ultimate legacy jewellery brand with the ultimate destination in online luxury fashion, we hope to re-introduce Tiffany to a highly engaged and fashion-conscious global consumer.”
The first Tiffany products – the iconic Tiffany T collection – are set to go live on the website on Wednesday, 27 April.