Delvaux launches its own e-commerce April 17th ( a #crisisproof brand)

Belgian heritage luxury handbag maker Delvaux, established 1829 (long way before Hermes) is one of the companies on CPP-LUXURY.COM ‘2020 Crisis Proof’ list. #crisisproof

While Covid-19 forced the closure all of Delvaux’s stores in Europe and North America, and kept the company’s staff all in lockdown in Brussels, the iconic luxury brand took to the internet to effortlessly launch its own e-commerce business. There is a recent arrangement with JD.com for the online sales in mainland China of a limited selection of items.

The brand which has seen an incredibly powerful revival, is firmly established as one of the finest luxury brands in the world driven by the ultimate quality of its craftsmanship (rivalling Moynat, Hermes, Goyard or Launer) but also by its unique creative DNA not to mention its superb retail design concept of its stores.

While the launch of its e-commerce may be regarded as hesitant, nothing compares to the in-store experience, touching and feeling its products. It is the current pandemic that has prompted Delvaux to still make its products available but most importantly make use of the internet to influence sales.

Marco Probst, CEO of Delvaux said “When I rejoined Delvaux last December after a year and a half away we were arrogant that we were only bricks and mortar along with very good service. I also realized that I use my iPhone to buy high value electric guitars and so Delvaux needed to open up and create a task force, not so much for e-commerce, more for digitalization,” explained the 54-year-old CEO in a call from Delvaux’s Brussels-headquarters.

Under his predecessor, Jean-Marc Loubier, Delvaux’s growth was fuelled by opening spectacular stores in prestige locations, each with a distinct retail design concept – its Manhattan flagship store is located at luxury ‘ground zero’ on Fifth Avenue at the corner of 59th Street.

However, Probst has boldly taken coronavirus as an opportunity to understand better and explore content generation for its social media. Probst added: ”as a small company we have to be managed like the good father of a family.”

Delvaux’s Paris flagship which has been under construction is now on hold so the company expects some delays with the opening. Future openings in Shanghai and Seoul are confirmed and on time. When asked about the creative process behind each spectacular Delvaux store, Probst replies humbly “We want Belgitude, surrealism and transparency for our clients”

Founded in Brussels in 1829, Delvaux is the oldest fine leather luxury goods house in the world and the inventor of the modern handbag, having filed the first ever handbag patent in 1908.

“We made them for each country where we opened a boutique. First for Belgium; then in the UK with Tim Walker, before New York, Hong Kong and now Italy, with three ideas – The Duomo, Arlecchino and the Motoretta,” explained Zeller.

Most consumers actually attach the miniatures to larger handbags like the classy Brillant group, or the ergonomic Cool Box choices. With her fertile imagination Zeller has developed a whole series of ideas that will roll out in drops this year.

Twenty percent of the revenue from the sales will go to support the World Health Organization’s Solidarity Response Fund to Covid-19.

“We wanted to show the solidarity with those countries and to send a message of love and support with all these small pieces of art, that contain the craftsmanship and fantasy of Delvaux,” Zeller added.

Most recently, creative director Christina Zeller, otherwise a very discreet professional is revealing the latest miniature bag, which last year debuted in New York, with stars-and-stripes versions or others in NYC checkered taxi colors.

“We made them for each country where we opened a boutique. First for Belgium; then in the UK with Tim Walker, before New York, Hong Kong and now Italy, with three ideas – The Duomo, Arlecchino and the Motoretta,” explained Zeller.

Delvaux is one of the luxury brands which CPP-LUXURY.COM has included in its brand new initiative – ”2020 Crisis Proof” luxury brands list, as a response to worries of post Covid-19 pandemic.

• a heritage brand which has been mastering craftsmanship and creativity
• audacious, courageous, bold but at the same time, humble and discreet
• a brand that masters ”do not take yourself too seriously” while it leaves the impression of no strategies such as marketing, retail or sales
• excels at customer service at its stores without any trace of ‘arrogance’
• has no brand ambassadors and does not gift any celebrity or media
• does not rely on ‘show off’, although loyal customers / aficionados will always recognise that ‘je ne sais quoi’ which is Delvaux
• the brand drives the owner and not vice-versa and the brand does not rely on a certain designer or ‘Creative Director (few are aware who the Delvaux owners are and this is not a curiosity among customers, as it has never been)
• finest raw materials and ultimate craftsmanship (hand-made)

 

More from OPPORTUNITIES

---