Burberry has announced a new partnership with online marketplace Farfetch, expanding the brand’s e-commerce reach to over 150 countries.

Technology developed by Burberry has been integrated with the Farfetch API, allowing the brand’s global inventory to be available through a single e-commerce platform. The two firms will work together on how the brand is presented on the Farfetch marketplace, ensuring that the images and narrative provide a consistent digital experience.

Daniel Heaf, senior vice president of digital commerce and digital marketing at Burberry, said: “We are thrilled about our partnership with Farfetch. Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer.

“We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”

Giorgio Belloli, chief commercial officer at Farfetch, added: “We’re so pleased to welcome Burberry to Farfetch as a direct brand partner. Our customers around the world love the brand, and working together means we can make sure lovers of fashion can have access to the greatest selection of Burberry products wherever they are in the world.”

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