Net-a-Porter opens the doors to its US headquarters
Founder Natalie Massenet flew into New York this week to oversee the opening of the new US offices. In addition to the corporate headquarters in Manhattan, the company also recently opened a newly renovated 250,000-square-foot distribution centre in Mahwah, New Jersey. The centre not only houses every single piece of luxury fashion available from the brand, it is also where the company's customer care, desktop support, strategic programs, operations, finance, and human resources departments are based. You may be surprised to learn that a quarter of the retailer's staff are based in America with 2,000 people working on Net-a-Porter, The Outnet and Mr Porter. A Hong Kong office and distribution centre is expected to open next year.
Massenet says the company has seen a 73 percent growth rate year-over-year in the US. It has attracted 25,000 new customers and more than 6.5 million page views per month worldwide. Mobile shopping has also risen dramatically with 60 percent of customers actively using a smartphone, and 20 - 30 percent of all transactions being completed using a phone or tablet. The brand's "What's New" app works successfully alongside its shop-able magazine. In speaking to WWD, Massenet spoke of why combining content and commerce has been such a vitally important part of her business.
"Magazines are the marketing arm of the retail industry, and retailers weren't able to reach out to their consumers in the same way that magazines could," she said. "I've always said that stores will become magazines and magazines will become stores. Now you see it everywhere."
I can't wait to see what's next for Net-a-Porter. World domination perhaps?!