A year into its relaunch, Herbert Levine is making the leap into e-commerce.
Launching Wednesday, the digital flagship is a key development for the luxury brand, which is a partnership between Massimo Bonini and Luvanis, a private investment company that focuses on high-end revivals.
“E-commerce is an important step in building a deeper and more direct relationship with our [consumers],” said Giorgia Bonini, chief brand officer at Herbert Levine. “It gives us a platform to fully express the brand universe, bringing together our heritage, the vision of [creative director] Trevor Houston and the storytelling that defines the house.”
In addition to carrying the brand’s best sellers, which include mules, loafers and boots, the site will also offer up limited-edition releases, exclusive product and curated content.
Bonini said the foray into e-commerce marks the beginning of a larger direct-to-consumer push — and the executive sees opportunity for curated physical spaces.
Herbert Levine leopard-print boot
As the brand expands across the United States, Europe and the Middle East, Bonini also emphasized the importance of strong wholesale partnerships.
“DTC is an important part of our long term vision, but we see it as complementary to wholesale rather than a replacement for it. We are fortunate to partner with some of the world’s most prestigious retailers, and these relationships remain fundamental to our strategy,” Bonini said.
Key wholesale partners include Mytheresa, Net-a-Porter, Le Bon Marche, Harrods, Selfridges, Saks, Moda Operandi, Level and Antonia, among others.
“As we continue to grow, we see e-commerce, retail, and wholesale as complementary parts of the same ecosystem, each creating a distinct way for clients to connect with the brand while reinforcing the desire and emotional connection that are at the heart of it,” Bonini said.
Overall, differentiation is key in a challenging, and competitive luxury footwear sector, Bonini noted.
“In a market that can often feel predictable (and dull), people are looking for emotion and originality … a return to beauty and products that ignite feelings,” Bonini said. “Trevor has an incredible ability to bring that sense of magic back through design, creating pieces that surprise while remaining timeless and highly wearable. Commercial success comes from remaining authentic.”
