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In the midst of the health crisis, Delvaux took the step of e-commerce. On Friday 17 April, the Belgian luxury leather goods brand opened the first online store in its history. We explain why.
Although the opening of a Delvaux e-shop was part of the brand’s calendar for 2020, the current Covid-19 pandemic has finally brought the world’s oldest leather goods house to a head.
Indeed, while the brand has enjoyed growing success in recent years, with the conquest of the Asian market and the opening of many points of sale abroad, mainly in the United States, Delvaux products have almost never been present online.
With the closure of all its boutiques in Europe and North America, the venerable Belgian luxury brand was therefore in danger of losing all visibility: the relevance of an online presence could no longer be questioned.
© Delvaux
Delvaux’s CEO, Marco Probst, a specialist in digital marketing, has therefore decided to accelerate the digitalisation of the brand and to focus on e-commerce in a context of globalized confinement.
The brand new Delvaux e-shop was therefore launched on 17 April this year.
The interface of this new e-shop will mainly feature the brand’s collection of miniatures. A selection of handbags in “mini” version, small replicas designed to be hung on the bags but also collected.
Developed by Christina Zeller, Delvaux’s Artistic Director, this series of mini bags is based on the theme of cities where the company has flagships and takes on the appearance of emblems depending on the country: the yellow cab for the United States, French fries for Belgium or the red telephone box for England.
©Delvaux
For the occasion, the brand also unveiled its three Italian miniatures as a sign of support and homage to the country it holds dear: the Duomo, the Arlecchino and the Motoretta.
Five medium models of the Brillant star bag are also available on the company’s e-shop and a whole series of new bags will be presented progressively throughout the year in the form of micro-launches.
It should be noted that 20% of the proceeds from the sales will be donated to the WHO solidarity fund dedicated to the fight against Covid-19: “We wanted to show our solidarity with these countries and send a message of love and solidarity through all these small works of art, which contain the craftsmanship and fantasy of Delvaux“, Christina Zeller poetically concluded.
A brand ambassador for Belgian know-how since 1829, Delvaux is the inventor of the modern handbag with a first patent registered in 1908.
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