Paris-based brand Kenzo launched its first e-store in America on Wednesday, delivering in all 50 states. Previously the brand has only been available in Europe. Creative Directors Carol Lim and Humberto Leon have emphasised the brand’s focus on e-commerce: “Ever since our beginnings at Kenzo, we have always put our online activity at the forefront of the brand’s development. We are excited at how quickly the online business has grown across Europe and helped us to build a strong, loyal and dynamic community. We feel Kenzo is now ready to enter a new market, our home market.” Both Lim and Leon are the founders and owners of Opening Ceremony, based in New York. Their e-commerce offering is especially important at the moment since they have no physical stores in the US.
They recently revamped their website to better integrate branded content and e-commerce and will be now updated twice a month. They will offer images and videos as well as “custom experiences” tailored to the season.