Today marks the launch of LVMH’s first e-commerce venture. The culmination of a 20-month-long project, 24sevres.com is a digital realisation of Le Bon Marché store in Paris, and the first undertaking of Ian Rogers, the chief digital officer of LVMH who joined the French luxury conglomerate in 2015.

For more than 160 years, Le Bon Marché has been a destination store at 24 rue de Sèvres, known for its Parisian style and mix of established labels and emerging young designers. It was purchased by the LVMH group in 1984. “Shopping at Le Bon Marché is a special experience for both local and international clienteles,” says Bernard Arnault, chairman and chief executive of LVMH. “With 24 Sèvres, our clients can now enjoy this unique feeling every day and night worldwide.”

Rogers, who was previously senior director of Apple Music, describes 24 Sèvres as the “shopping experience of the future”. Speaking to the FT from Paris, he added: “the combination of online and offline communication and experience has not been brought to the market by anyone yet. The internet has evolved from a text-driven editorial medium to an imagery and video-based one. We felt it was time to take our expertise in visual merchandising in the offline retail world and transform it online.”