Victoria Beckham introduces e-commerce for the first time in the label’s history

The London-based fashion label Victoria Beckham revealed new e-commerce site (, the first time in the brand’s history. As about 20 percent of Beckham’s current sales come from online, the redeveloped e-commerce platform was a natural move into digital environment.

“That statistic alone makes it an important next step for us. When you think about opening your first physical shop, you come to the point of view that e-commerce allows you to service a global customer. We sell to over 54 countries, and we have a very even distribution across those counties,” Victoria Beckham CEO Zach Duane told WWD.

My new website has been in the making for a very long time. It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer. The site will be ever evolving featuring never seen before insights into my world through the medium of film. I’m incredibly excited with what I have created and the unique access to the brand I am now able to offer,” said Victoria Beckham.

A departure from the original site – which served as an online look book for the brand’s collections, spanning from its first season, SS09, through to the most recent SS13 collections – this new, redeveloped brand platform offers users two simple propositions: to “Look” and to “Shop”. The former option showcases an ever-evolving body of show footage, documentary content, inspiration and news with a strong, signature aesthetic.

“Shop” category features Victoria’s handpicked selection of SS13’s key pieces. Products offered on the site include ICON — a selection of RTW dresses exclusive to offering the line’s most timeless and iconic designs in a seasonless assortment of both classic colors and new in limited availability runs—and selections across four existing Victoria Beckham collections: accessories, eyewear, denim and the newest line, Victoria, Victoria Beckham.

Each purchase will arrive in bespoke packaging, and same-day delivery is available in London and New York.  In this initial launch the shop will sell to customers in the UK, USA and Europe, supporting local currencies in each territory, with further plans to then roll out sales in additional territories in the near future.

Tony King , with his agency King & Partners, have executed the site’s design and build, which is powered by the Sellect e-commerce /CMS Platform. Victoria has worked in close collaboration on creative and content direction with Jonny Lu and Isaac Lock respectively.