Condé Nast has canned its e-commerce platform Style.com just months after its relaunch to instead collaborate with luxury online retailer Farfetch.
The deal has rendered Style.com defunct, with Condé Nast now relying on Farfetch to commercialise its online and social media content. Style.com now redirects to Farfetch's homepage, with the latter having acquired the former's trademark, intellectual property and customer database.
Condé Nast launched an updated Style.com just nine months ago, with the Vogue publisher saying its highly-anticipated foray into e-commerce was going to "raise the bar on every level." However, reports later surfaced that fashion insiders had described it as "entirely unremarkable" and lamented its noticeable lack of luxury brands available for purchase.
The media outlet's wide-ranging partnership with Farfetch will now see the duo work to build a "seamless" content-to-commerce experience for customers. This plan will include implementing tech which will allow Farfetch to integrate products into Condé Nast's content; shopping guides created by Condé Nast titles which will highlight FarFetch products; and distribution of shoppable content across Condé Nast's digital and social platforms.
The move will also see Jonathan Newhouse, Condé Nast International chairman and chief Executive, join Farfetch's board of directors. He joins Net-A-Porter founder Natalie Massenet who took a board position at the company in February.
"This global partnership with Condé Nast will significantly augment the retail experience for our customers, and we see it as a natural step in Farfetch's approach to commerce and our strategic vision to connect those who create fashion, curate fashion and develop fashion content," said José Neves, founder and chief executive of Farfetch.
Just earlier this week Farfetch announced that it had appointed John Veichmanis as chief marketing officer, outlining its ambitions to leverage its "considerable investments" in performance-based media.