Shifting from Her DTC Model, the Designer’s Collections Will Be Available in Luxury Stores Across Key Fashion Cities
Phoebe Philo’s eponymous, LVMH-backed fashion label is expanding its distribution strategy, marking a significant shift from its initial direct-to-consumer model. Known for its limited-edition, online-only drops, the brand is now venturing into brick-and-mortar retail, partnering with high-profile luxury stores across key fashion cities in Europe and the US.
The label’s third “edit” — Philo’s term for her seasonless collections — will launch online on September 10, with select pieces from all three edits available for the first time in physical stores. Stockists include 10 Corso Como in Milan, Bergdorf Goodman in New York, Dover Street Market in London and Paris, Maxfield and Neiman Marcus in Los Angeles, and The Webster in Miami.
This move marks a deeper dive into brick-and-mortar retail after Philo first tested the waters at Bergdorf Goodman earlier this year. In addition to luxury department stores, her online platform, phoebephilo.com, will continue to serve as the exclusive digital outlet for her collections, shipping to the UK, Europe, and the US. Philo noted that while launch dates may vary between retailers, the availability of her line at these stores reflects her commitment to a “seasonless approach” and places value on permanence.
This diversification comes at a time when the luxury e-commerce market is facing challenges. The once-burgeoning sector has seen turbulence, with the merger of Farfetch and Yoox Net-a-Porter falling through and Matchesfashion closing. While Phoebe Philo’s sold-out launch last October drove high demand, interest has since softened, with ready-to-wear pieces, bags, and silver jewelry currently available in various sizes and styles on the brand’s website.
Philo’s decision to move toward a hybrid model of direct-to-consumer and wholesale reflects a broader trend in fashion. As she explained when launching her label in 2021, her mission is to create clothing and accessories “rooted in exceptional quality and design,” with a focus on independence. “To be independent, to govern and experiment on my own terms is hugely significant to me,” she said.