Lebanese fashion house ELIE SAAB has partnered with US-headquartered Astound Commerce to launch a new direct-to-consumer (D2C) website.

The new site aims to deliver an immersive brand experience that recreates the “VIP in-store customer journey” online.

The Haute Couture brand has answered customer demand by building upon its runway collections to include ready-to-wear lines, accessories, home living, and fragrances.

The fashion retailer currently has five boutique stores around the world, alongside 160 international stockists, including Harrods, Net-A-Porter, and Saks Fifth Avenue.

ELIE SAAB wants to extend its D2C e-commerce to digitally engage existing customers and attract new, digital-first luxury consumers.

“We want to give our customers more from their digital experiences when shopping with us,” said Elie Saab Jr, chief executive, ELIE SAAB. “We want to give them that same ‘ELIE SAAB’ experience that they would be used to receiving in-store digitally, and that meant optimising every touchpoint of the online buying journey."

Saab Jr added: “Astound had the strategic vision to translate our brand values online, delivering a strong content strategy and tone of voice, coupled with the technical know-how to get us there seamlessly as we re-platformed. Now our customers can enjoy immersive, content-rich online shopping journeys, no matter what channel they choose to shop from.”

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