ELuxury.com: an Online Magazine?

The news of failing businesses is becoming the all too common norm, but eLuxury.com's closing might be a little different. Launched in June 2000, eLuxury was the premier online retailer offering high-end goods including an impressive pedigree of upper crust designers like Christian Dior, Fendi, Jean Paul Gaultier, Louis Vuitton, Maison Martin Margiela, Marc Jacobs, Nina Ricci, and Versace.

ELuxury also sells Vogue favorites such as Alexander Wang, Doo.Ri, Proenza Schouler, and Thakoon.

The San Francisco-based retailer is owned by LVMH Louis Vuitton Moët Hennessy. Women's Wear Daily reported that an LVMH spokeswoman confirmed eLuxury's plan to become an online magazine starting mid 2009. According to the article, the decision was based solely because many brands already have their own online home in which to sell their goods. This, of course, was not the case in 2000. 

My dear friend, a now former employee of eLuxury, said that she's not surprised by the switch. She told me today that her colleagues have been scrambling for quite some time, citing poor sales. However, WWD quoted an e-commerce analyst who was "really surprised" because "it seemed to be doing so well."

ELuxury will completely close its retail sector by June, according to WWD. Some employees have been laid off, but many will move to other places within LVMH. 

It's a ballsy idea. What will eLuxury have to give that isn't already out there? Every publication already has some kind of online incarnation, so I'm curious to see their editorial direction. LVMH said that eLuxury's new mission will be to "create an e-window into the world of luxury."

A luxury lifestyle magazine: wow, what a groundbreaking idea.

http://www.wwd.com/business-news/eluxurycom-to-shutter-retail-operation-1915083?src=rss/recentstories/20090109