Exclusive: Next Launches Luxury E-Commerce Site ‘Seasons’

UK retail giant Next has launched Seasons, a contemporary fashion and luxury e-commerce site.

The launch comes less than a year after the collapse of London-based luxury e-tailer Matches Fashion, and just weeks after the news of a fresh wave of consolidation in the space as Mytheresa buys Yoox-Net-a-Porter.

“The fallout of e-commerce platforms changed how we approached Seasons,” said Jade Taylor, Brand Director at Seasons. “We want to retain a level of nicheness.”

The e-tailer will start out serving only the UK, with aims to scale internationally towards the end of next year or early 2026.

Next currently has a £5 billion turnover, of which £3 billion is generated online. The company primarily trades in its own labels, with only £1 billion of its revenue coming through third-party brands.

Through Seasons, Next plans to grow its third-party brand business by creating a dedicated ecosystem for higher-end labels, including contemporary and designer players like Ganni, Marc Jacobs and Tory Burch.

The site says it aims to build long-term relationships with the brands currently featured, while gradually building the site’s portfolio — eventually targeting the next tier of luxury labels. “We are in conversations with brands at a higher price point — the Kering and Richemont brands,” said Taylor.

The site is launching with a wholesale model but is open to expanding into e-concessions in the future. “We take on the risk of buying the stock. As we grow and learn about the brands, we have the ability to move onto commission,” said Taylor.

The website’s aesthetic is minimal, clean and elegant, signalling rigorous curation. “We don’t want to discount products— that has really hurt the luxury sector.” Seasons is targeting a 70-75% full price sell-through, in other words, for only 25-30 percent of merchandise to be sold at a discount.

Seasons will build upon Next’s infrastructure and current client basis, which globally includes 8 million active customers. The company’s research found that 87 percent of women outside London currently feel underserved by luxury brands.

Next raised its profit guidance Wednesday for the third time this fiscal year, and is now forecasting over £1 billion in annual pretax profits.

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