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24S

24S is a platform specializing in fashion and beauty products for women and men, owned by the Group and launched in June 2017 as an online extension of the historic department store in . Originally named 24 Sèvres after the Paris street address of , the platform was rebranded to 24S in 2019 to facilitate international expansion while maintaining its focus on curated Parisian elegance. As a key player in 's selective retailing division, 24S offers an exclusive selection of over 350 prestigious brands, including LVMH houses like , , and , alongside emerging designers and contemporary labels, emphasizing seasonal trends, limited-edition capsules, and personalized styling services. The platform distinguishes itself through premium customer experiences, such as virtual styling consultations, signature gift packaging, express worldwide delivery, and free returns, positioning it as a digital curator of that blends French savoir-faire with modern accessibility. Since its inception, 24S has grown into a global destination for high-end , supporting 's strategy to compete in the online market by prioritizing editorial content, sustainability initiatives, and collaborations with young talents through programs like the LVMH Prize.

History

Launch

24S was launched on June 6, 2017, by the group as an extension of its selective retailing operations. Originally named 24 , the platform drew its name from the address of the historic at 24 Rue de in , positioning it as a digital counterpart to the physical retail icon. The founding was driven by 's strategy to enter the multi-brand luxury space, complementing its traditional brick-and-mortar stores in response to the accelerating growth of online luxury shopping trends that gained momentum in the . This move allowed to leverage its portfolio of high-end brands while addressing the demands of digitally native affluent consumers seeking seamless, global access to premium goods. At inception, 24 Sèvres concentrated on online sales of luxury fashion and beauty products, featuring offerings from more than 150 brands, including LVMH-owned labels like , , , and Loewe. The platform targeted sophisticated shoppers by emphasizing an editorial, boutique-like experience rather than mass-market volume. Central to its early setup was the integration of Le Bon Marché's curation expertise, which informed product selection and ensured a refined assortment that echoed the department store's reputation for tasteful, exclusive merchandising. This partnership enabled 24 Sèvres to launch with exclusive capsules from nearly 70 brands, setting it apart in a competitive digital landscape.

Rebranding and expansion

In May 2019, the platform formerly known as 24 Sèvres announced its rebranding to 24S, simplifying the name to remove the French-specific reference to the Rue de Sèvres and better appeal to a global audience. This change supported accelerated international development, particularly in markets like the and , through site translations, region-specific marketing, and localization efforts starting that year. Following the , 24S expanded its offerings in June 2019 by launching a menswear category, transitioning from a women-only focus to include men's from select brands. This move aligned with the platform's growth strategy, adding over 350 brands by 2020 and placing increased emphasis on emerging designers alongside established houses. Concurrently, initiatives gained prominence starting in 2020, integrated through 's LIFE 360 program, which promoted environmental responsibility across its maisons. The in 2020 further accelerated digital adoption for 24S, as mitigated store closures and drove enhancements in personalization tools, such as tailored recommendations and styling services, contributing to in LVMH's selective retailing segment.

Corporate structure

Ownership

24S is a wholly owned of Moët Hennessy Louis Vuitton SE (), established in 2017 as part of the company's strategic expansion into digital . Launched initially as 24 Sèvres, the platform was rebranded to 24S in 2019 to better appeal to its international audience, but its ownership structure has remained unchanged since inception, with full control retained by and no involvement of external investors or public stock listing as of November 2025. Within LVMH's corporate structure, 24S operates under the Selective Retailing business segment, which also encompasses entities like and , focusing on high-end distribution channels distinct from the Fashion & Leather Goods division that houses brands such as and . This positioning underscores 24S's role as LVMH's centralized luxury destination, curating products from over 350 brands—including exclusive partnerships with LVMH houses—while maintaining separation from individual brand sites to provide a unified, experience. The platform's development ties into LVMH's broader digital heritage, evolving from the 1984 acquisition of the iconic Parisian department store by , which laid the foundation for integrating physical and online luxury retail under LVMH's umbrella. Since its launch, 24S has been fully integrated into LVMH's digital strategy, emphasizing innovation in without any shifts in ownership.

Leadership and operations

Eric Goguey serves as the CEO of 24S, having led the platform since its launch in 2017 with a background in luxury retail at , where he previously directed for . As of 2025, Goguey continues to oversee the company's strategic direction, emphasizing curated luxury experiences in the digital space. 24S is headquartered in Paris, France, at 10 boulevard de Grenelle in the 15th arrondissement, while maintaining close operational ties to the Le Bon Marché Rive Gauche department store, which informs its Parisian luxury ethos. The platform's operational model centers on e-commerce curation, with an in-house team of style experts drawing from Le Bon Marché's buying expertise to select over 350 fashion and beauty brands, blending emerging designers with established houses like Dior and Louis Vuitton. Logistics are integrated into LVMH's global supply chain, supporting express delivery options—including next-day service—to more than 100 countries worldwide, complemented by signature packaging in eco-responsible formats. The employs approximately 220 staff as of 2025, with teams concentrated in to drive online engagement, for personalized consultations, and to maintain curation standards. operations align with 's group-wide policies, incorporating ethical sourcing requirements for suppliers and subcontractors through a dedicated , while 24S utilizes eco-responsible packaging for shipments as part of broader environmental initiatives accelerated in 2022.

Products and services

Brand offerings

24S offers an exclusive selection of over 350 fashion and beauty brands, blending iconic houses such as , , and Celine with independent labels like and emerging talents including . This curated assortment emphasizes high-end, Parisian-inspired luxury, drawing from the elegance of historic fashion houses while incorporating contemporary and timeless pieces with a nonchalant yet refined aesthetic. The platform's product categories encompass women's , menswear—introduced in 2019 to expand its offerings—accessories, shoes, and beauty products. These selections mimic the boutique experience of , with an edited inventory focused on seasonal collections and limited-edition drops that highlight the latest trends. Supporting emerging talent forms a core part of 24S's philosophy, with an annual program launched in 2019 that spotlights young designers through exclusive collaborations, such as capsule collections from Prize finalists showcased during ; this initiative continued with the 2024 "Parisian Playground" collection featuring winners from the 2023 edition. This initiative integrates fresh voices into the platform's , fostering innovation alongside established names. Exclusivity defines many offerings, including 24S-only capsules and opportunities for select items not available on other platforms, reinforcing its role as the dedicated online destination for key brands like and Celine.

Platform features

The 24S platform operates as a multilingual site and mobile application, supporting eight languages including , English, , , , , , and Japanese to cater to a global audience. The app, available since the platform's early years, enables users to browse over 350 and brands with intuitive features like powerful search filters and personalized "lovelists" for saving items. Key services emphasize convenience and luxury, including free express worldwide shipping to more than 100 countries with next-day delivery options in select areas, alongside complimentary returns within 30 days via home collection or drop-off points. Personal styling consultations are available remotely, allowing customers to receive tailored advice from style advisors to refine their wardrobes. Personalization drives the user experience through AI-powered product recommendations powered by Braze , which analyzes browsing behavior to suggest relevant items and has increased conversions for the platform. Complementary editorial content, such as the "24S Manifesto" series, provides trend insights and celebrates Parisian elegance through curated stories and styling inspirations shared via social channels. Payment options accommodate international shoppers with support for multiple currencies and buy-now-pay-later services like , enabling interest-free installments. The platform integrates mobile push notifications to alert users about new arrivals, item availability, and sales, while facilitating social media sharing for seamless discovery and shoppable experiences on and .

Market position

Growth and international reach

Since its launch in , 24S has demonstrated robust growth as LVMH's premier , recording strong increases within the selective retailing segment, particularly in amid a broader recovery in . The platform achieved approximately US$60 million in sales through its primary store in 2024, reflecting steady expansion in a competitive market despite macroeconomic pressures on . This growth was bolstered by the pandemic's acceleration of adoption in retail, where like 24S benefited from heightened engagement as physical stores faced closures. 24S's customer base has expanded to include a diverse, affluent international demographic, with significant contributions from Asian markets driving purchasing patterns distinct from European consumers. The platform prioritizes very important clients (VICs) through personalized services, fostering loyalty among high-value global shoppers supported by a multicultural advisory team. Post-2019 from 24 to 24S, the focus shifted toward broader international appeal, diversifying beyond its initial French-centric audience to capture a more global clientele. In terms of geographic penetration, 24S operates in over 100 countries, offering shipping to this extensive network and localized experiences in six languages: English, , , , , and . Key markets include as its foundational base, alongside strong traction in and , where language support and cultural adaptations have facilitated deeper market entry. Digitally, 24S attracts around 4 million unique visitors monthly, underscoring its position as a leading online curator of with over 350 and brands. The iOS app enhances accessibility, enabling features like personalized lovelists and social sharing, while the platform's presence exceeds 60,000 followers, amplifying its global visibility. Navigating external hurdles, 24S adapted to post-Brexit logistics disruptions and U.S. tariffs on luxury imports between 2021 and 2023 by optimizing its international and leveraging LVMH's global infrastructure to maintain delivery efficiency across 100 countries. These adaptations ensured continued expansion amid trade tensions affecting the broader sector.

Recognition and initiatives

In 2024, 24S earned accolades at the for its social media campaigns, particularly the "Creator Stories" series that highlighted fashion influencers and emerging designers through collaborative content. The "24S Manifesto" initiative, launched in 2020, embodies the platform's commitment to Parisian elegance and has become a cornerstone of its cultural programming. This series features exclusive content from , including behind-the-scenes footage, runway highlights, and collaborations with creators to showcase the city's fashion heritage and contemporary trends. Complementing this, 24S supports emerging talents through its longstanding partnership with the LVMH Prize for Young Fashion Designers, now in its 12th edition as of 2025; the platform spotlights finalists via exclusive capsule collections, providing international visibility and creative freedom to up-and-coming designers. The sixth year of this support in 2024 included dedicated grants and merchandising opportunities for winners. On the sustainability front, 24S aligns with LVMH's LIFE 360 program, initiated in 2020 and expanded in 2022, by implementing eco-friendly packaging for all deliveries and carbon offsetting measures to minimize its environmental footprint. This partnership emphasizes responsible sourcing and reduced waste in the luxury supply chain, reflecting 24S's role in advancing sustainable practices within the fashion ecosystem. 24S contributes to Paris's status as a global hub through cultural initiatives like hosting designer talks and virtual events that bridge physical and digital experiences. A notable example is its 2025 tie-in with the , where the Prize ceremony showcased emerging collections, reinforcing 24S's dedication to artistic innovation and community engagement.

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