The historic luxury Florentine boutique announces that 90% of its 2016 revenue was generated by online sales channels. A turnover equal to 108 million euros is accounted for by its e-commerce site, compared to the 12 million generated by the traditional store channel, thereby making Luisaviaroma a trendsetter in transforming Italian retail sales into a digital experience.

Founded in 1930, in via Roma, right around the corner from Piazza della Signoria, the Luisaviaroma concept store was first launched on the internet in 1999: its luxury multibrand site sells more than 600 collections of apparel and accessories. Moreover, thanks to the service “Buy it fi rst”, which provides a preview of the latest trends in clothing and shoes for the new season, with the possibility of pre-ordering them directly from the catwalk, it is a forerunner of the see first/buy first revolution.

In 2016, the site registered more than 60 million visitors, up +30% from the number of registered users in 2015. In terms of sales, 14% originate in the USA, 11% in Germany, 9% in the United Kingdom, 8% in Italy, and 7% in China.