NEXT launches premium online site Seasons

NEXT has launched a new premium fashion platform, Seasons, offering a curated selection of luxury brands to UK customers.

Through Seasons, NEXT plans to grow its third-party brand business by creating a dedicated ecosystem for higher-end labels such as Ganni, Marc Jacobs and Tory Burch, according to BoF.

The new platform aims to build long-term relationships with the brands currently featured, while gradually increasing the site’s portfolio — eventually targeting the next tier of luxury labels.

It launches 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,” Brand Director Jade Taylor told the publication.

The site is also targeting a 70-75% full price sell-through, meaning that only 25-30% of merchandise would be sold at a discount.

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

The launch comes after research found that 87% of women outside London currently feel underserved by luxury brands.

It also follows the collapse of luxury e-tailer Matches and comes just weeks after Mytheresa’s acquisition of Yoox-Net-a-Porter.

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

Earlier this week, NEXT said it was on track to make more than £1 billion in annual profit after raising its outlook for the third time in three months.

The high street giant cheered a colder weather boost to sales of its autumn/winter ranges, with full-price sales jumping 7.6% in its third quarter to 26 October.

It had been expecting third-quarter sales to increase by 5%.