LuisaViaRoma men’s and women’s shirts start at £525
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LuisaViaRoma men’s and women’s shirts are waiting for you with prices starting from 525£.
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30-55% discount on sale menu
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Don’t miss the 30-55% discount opportunity on the sale menu.
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LuisaViaRoma Infuses Its Style into Its Products
Founded by Luisa Jaquin and Lido Panconesi in 1929 with the opening of the eponymous concept store on Florence’s Via Roma, LuisaViaRoma has grown under the management of Andrea Panconesi, the founders’ grandson, who holds the title of President, and his daughter Annagreta is the Creative Director of both the website and the store. The company, which has been online since 1999, now bills more than 90% of its sales online. In 2021, Style Capital, a private equity fund focused on fashion and lifestyle brands represented by Roberta Benaglia, invested €130 million in the company. The strategic partnership aims to accelerate the luxury e-retailer’s growth in its core markets and support its international expansion plans. Leading the ambitious project is new CEO Alessandra Rossi, a senior executive with over 20 years of experience in the fashion e-commerce sector.
But that’s where LuisaViaRoma stands now, after humble beginnings as a hat shop. Known for its “total look experience” and its ability to curate iconic designer pieces, LuisaViaRoma (LVR for short) is a luxury retailer unlike any other. Originally a milliner and then a merchant of its own collection, LVR saw early on the potential of offering other fashion brands in its store. “We started putting brands’ names on the windows,” says Nicola Antonelli, LuisaViaRoma’s CMO. “Now, it seems like a pretty standard thing, but at the time, we were the first to start giving the brand that kind of exposure.” Today, the retailer sells the most prestigious brands to fashionistas around the world. Beyond that, LVR has built a brand name for itself as a trusted and sought-after source of “must-have” fashion.
LVR is a niche company in the online luxury fashion space, which isn’t always an enviable position. Its competitors have large investors and large wallets, which allows them to spend a lot on marketing and be very aggressive with their pricing strategies. Despite this competition, LVR has been successful thanks to a unique brand story, unmatched service and a keen eye for the “next big thing” in both fashion and business. In 1999, LuisaViaRoma was one of the early adopters of the internet and one of the first companies to sell online in Italy. In 2008, long before e-commerce became the giant it is today, LVR changed its business model to focus primarily on digital. “We started investing in digital in 2008,” Antonelli explains. “We started with 10, 12 people back then, and last year we had two hundred people and 130 million in revenue, 90% of which came from the online store.”
With the aim of being part of a shift towards more sustainable fashion and having the ability to offer customers conscious choices, LuisaViaRoma has a space entirely dedicated to sustainability. Launched in 2019, LVRSustainable is a division that promotes exclusive partnerships with non-profits, organizations and brands to benefit social and environmental causes, curating sustainable products and brands. Over the years, numerous high-profile partnerships have been formed to support charities and projects focused on social and environmental causes. Some of the most notable collaborations include those with UNICEF Italia, Oxfam Italia and Extreme E, made possible in part by the LuisaViaRoma x UNICEF charity gala, Give Water, the Sustain Women awareness campaign and the My Earth is Beating photojournalistic documentation project.
Around 300 people from 20 countries currently work on the website and it is currently available in 10 languages: English, Italian, German, Chinese, Russian, Spanish, French, Korean, Japanese and Turkish. The LUISAVIAROMA website is built entirely in-house at the company’s headquarters in Florence, Italy, where the graphic, design, IT, customer service, marketing and purchasing departments are located. The PR and press offices operate from the company’s Milan office. Orders are shipped from LuisaViaRoma warehouses to locations worldwide in extremely carefully packaged packaging using branded tape and boxes. Taking an increasingly conscious approach, in 2019 the company introduced FSC® certified packaging, the most rigorous and authoritative certification currently available, to ensure maximum recyclability.
LuisaViaRoma customers want to be the first to wear a product or discover a new trend or a new designer. And LVR’s team of buyers makes this possible. “We are not just a retailer. We sell dreams to our customers,” says Antonelli. “You should think of us as a fashion consultant, not a fashion store. If you see something in our store, you can be sure that this piece or these pieces will be worn by someone important in fashion, music, etc.” LuisaViaRoma’s “total look experience” is available online or in-store. And it doesn’t stop there. They’ve sent products to a yacht in Iceland or a cabin in the Alps. No request is too far-fetched. One of the key differentiators for LVR is the high-end, curated experience they offer that can’t be found anywhere else.
LuisaViaRoma offers a range of initiatives and special services, both online and offline, including the ability to pre-order the latest collections of new seasons; Private Sale, an exclusive selection reserved for the best customers; Sneakers Club, a space dedicated to selling the most sought-after sneakers and limited editions; LVR Privilege, a loyalty program that allows customers to earn points and convert them into perks, discounts and luxury experiences; and LVR Magazine, a publishing platform created to give readers a personalized way to discover the latest trends, where they can buy both LuisaViaRoma products and other products not available on the website, thanks to a dedicated team of dedicated shopping experts.
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