Wednesday, June 24, 2015

Matthew Williamson to Sell Part of Pre-Fall Collection Exclusively on Lyst

Matthew Williamson to Sell Part of Pre-Fall Collection Exclusively on Lyst:

A look from Matthew Williamson's collection on Lyst. Photo: Lyst A look from Matthew Williamson's collection on Lyst. Photo: Lyst
Mary Katrantzou is no longer the only print-happy British designer to agree to sell a range of clothing exclusively on Lyst. On Monday afternoon, a selection of Matthew Williamson's pre-fall collection will go live on the shopping aggregation site, which doesn't hold inventory of its own but acts as a product directory for hundreds of shopping destinations around the web.

Inking retail exclusives has been a focus for the startup since February 2014, when it became the sole site to carry 10 looks from Katrantzou's resort 2015 collection. At the time, Lyst CEO Chris Morton wasn't sure how frequently the team would take on similar partnerships, but since then it's played host to, among others, a range from MZ Wallace, and a collaboration between Suno and the boutique Hampden Clothing.

While working with well-known designers in an exclusive capacity provides Lyst something unique to offer customers — and therefore gives it an edge on its competitors — this partnership is a strategic one on Williamson's side, too. In April, the British designer announced that he would be shuttering his London flagship and doubling down on e-commerce, keeping a showroom open for online customers to visit by appointment. It seems sensible to usher in this new era of his business by hooking up with a Groupe Arnault-backed tech startup.

Check out the full Moroccan-inspired collection, below.

Posted by Nelio Inacio at 4:32 PM

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