LVMH launches online platform selling experiences

28 : 04 : 2017 LVMH : Luxury Futures : Alcohol

Global – Offering luxury champagne, wines and spirits, as well as lifestyle experiences, Clos19 is the first shopping platform of its kind.

Clos19 by LVMH, Global Clos19 by LVMH, Global
Clos19 by LVMH, Global Clos19 by LVMH, Global
Clos19 by LVMH, Global Clos19 by LVMH, Global

The site has been set up to provide consumers with the opportunity to learn about the LVMH Group’s champagne, wines and spirits houses.

As well as offering products through its e-commerce platform, the site will also sell experiences that include tastings, intimate dinner parties and luxury travel experiences. One experience, for example, offers a trip to Antarctica for private ice-inspired tastings and fire-inspired dinners.

‘The whole concept behind Clos19 is about sharing and championing the art of hosting,’ said founder and CEO Stephanie Watine Arnault in a recent interview with The Business of Fashion. ‘It not only gives more immediate and sophisticated access to our exceptional products, but also provides the services, accessories and experiences that enable our audience to become the perfect hosts.’

The site has been launched with editorial platform Journal19, which features stories that enable readers to further enhance their hosting experience.

The Big Picture

  • As luxury consumers change their spending habits from products to one-of-a-kind experiences, brands such as LVMH and Luxury Travel Advisors are stepping in
  • In offering experience-led products, LVMH is acting as a trusted educator and an enabler for its consumers to become connoisseurs in their own right. For more, see The Learning Economy macrotrend
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