Astrid Wendlandt and Valentina Za Paris/Milan
ITALIAN online fashion retailer Yoox has bought Net-a-Porter (NAP), its upmarket rival, in an all-share deal that creates an industry leader in the booming online luxury market, with combined sales of e1.3 billion (R17bn).
Net-a-Porter owner Richemont will receive 50 percent of the combined Yoox Net-a-Porter Group but its voting rights will be capped at 25 percent, putting Yoox effectively in charge of the combined business.
“Today, we open the doors to the world’s biggest luxury fashion store. It is a store that never closes, a store without geographical borders,” said NAP founder Natalie Massenet, who will oversee editorial content and advertising of the new group as executive chairman.
Yoox boss, founder and minority shareholder Federico Marchetti will become the chief executive and shape strategy.
“Between us, we have changed the fashion industry somehow and we will continue to change it,” Marchetti told journalists in a conference call yesterday.
The online luxury goods industry is still in its infancy, making up only about 5 percent of total luxury sales because many brands put off internet expansion, worrying it would not offer customers the same high-end experience as their stores.
But many executives now believe the internet will be key to driving future sales, particularly among the so-called Millennials, web-savvy customers born between 1980 and 2000.
Online luxury is not yet very profitable: Both Yoox’s and NAP’s operating margin is less than 5 percent compared with more than 25 percent for most big luxury brands such as Gucci or Prada.
But the pair hope their bigger size will help cut warehouse, logistical, back office and distribution costs, lifting margins.
Yoox operates the online sales of fashion brands such as Ermenegildo Zegna and Kering’s Bottega Veneta and Saint Laurent and also sells items at a discount.
Analysts said the deal could help boost Yoox’s chances of retaining luxury brands that might otherwise have wanted to take their online operations in-house once they gained experience.
NAP, which is regarded as having helped make online shopping an entertainment experience, specialises in current season and off-the-runway items and advises customers on what to wear them with.
It also published the fashion magazine Porter.
Marchetti said NAP would have the same valuation as Yoox once the deal was completed in September. Analysts valued NAP at around e1.5bn, above Yoox which stood at e1.32bn on Friday before news of the potential deal came out.
Yoox shares were up more than 8 percent by 10am yesterday at e25.14, valuing Yoox at e1.56bn. – Reuters