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Karl Lagerfeld brand to launch online store

Major buzz surrounds the brand's online expansion in November

By Shantila Lee | Published: 13 Oct 2015

Karl goes online
Photo: TPG Images

Karl Lagerfeld is surfing the online shopping wave, launching e-commerce for his eponymous brand, in a big, big way only the Kaiser ever could. According to WWD, the Karl Lagerfeld brand online store will have staggering numbers: 97 countries, five languages (including Japanese, duh), and two partners: Artnet.com, and Italy's Yoox Net-a-Porter Group.

The online store is set for an early November launch, when Artnet will auction off three one-of-a-kind bags with the original sketches by Karl on 2 November. The Karl Lagerfeld brand has always ridden the e-commerce tide: the masstige brand relaunched in 2012 with exclusive distribution of his rock n' roll cool collection on Net-a-porter.com. In the last year the company has been all over the Net, on sites like Luisaviaroma.com, Stylebop.com, Zalando.com and the Web stores of Harvey Nichols and Harrods. They've also garnered an astounding 1.6 million Instagram followers and an excess of 100,000 visitors a month to the website.


karl.com will feature a wider range of women's fashion, including the entire season's collection, up to three quarters of the ready-to-wear range, plus his fragrances, watches, eyewear and novelty items. We're hoping all the German designer's smashing collaborations (Melissa shoes drool) will also be available. New designs will be unveiled every two weeks, including capsule collections kicking off with the Karl Around the World range.

Pier Paolo Righi, CEO of Karl Lagerfeld Group BV, said that online shopping "resonates with our core customer, who is very connected, young-minded and modern… We know there is a big audience out there that wants to buy our product." The Web developments are in tandem with brick-and-mortar store openings, including a Dusseldorf women's flagship store. "It's important that the brand stays tangible; that people can walk into the world of Karl Lagerfeld, touch it, sense it, physically engage with it," noted Righi, and touch (grab) we will.

Which, ergo, leads us to the next big question: will there be a Malaysian site? With 97 in the count, we're feeling optimistic. We can only wait, fingers crossed.

Related: Karl Lagerfeld has lifetime contracts with Chanel and Fendi
Related: Karl Lagerfeld reveals collection for kids


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