For the first time, technology developed by Burberry has been integrated to the Farfetch API – the platform’s operating system - allowing the brand’s entire global inventory to be available through an e-commerce platform. This integration will expand Burberry’s distribution globally, giving the brand access to over 150 countries.

The partnership will see Burberry working closely with Farfetch on how the brand is presented on the Farfetch marketplace, ensuring the images and narrative provide a consistent and curated digital experience.

Daniel Heaf, ?SVP Digital Commerce & Digital Marketing at Burberry, stated: “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, said: “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.”

The technology underpinning the partnership with Farfetch will also enable Burberry to deepen its relationships with other existing and new e-commerce partners. The new format grants partners previously unavailable levels of depth, flexibility and transparency of Burberry’s inventory, and allows Burberry to reach an expanded cohort of customers.

The partnership will launch with “Show to Door”, an immediate around-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 Show.