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Ian Rogers (see photo) and his team of 60 people have been working for 18 months to create an LVMH multi-brand luxury e-commerce site. Now 24 Sèvres, named after the street that Le Bon Marche is on, will go live next month. It is a crowded market including Yoox Net-a-Porter, FarFetch, MatchesFashion, as well as the more recent entrant Style.com from Condé Nast. For LVMH, which owns 70 brand names such as Christian Dior, Louis Vuitton, Bulgari, Fendi and Givenchy, as well as Le Bon Marche department store, it is an obvious step, especially since Le Bon Marche is already a multi-brand physical retailer. However, there was an earlier failure when the site eLuxury closed in 2009.

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