Elie Saab joins Amazon Luxury Stores

The latest brand to join Amazon’s Luxury Stores is couture and red carpet king Elie Saab. Saab now joins a list of other luxury brands including Oscar de la Renta, Roland Mouret, and Mark Cross, who are all now part of the by-invitation Luxury Stores platform.

Elie Saab is known for being in more client heavy department stores, like Bergdorf Goodman, but partnering with Amazon Luxury Stores signifies that he is making a bigger dive into the digital and e-commerce realm. His label is also sold on Mytheresa and Net-a-Porter.

The U.S. market has become a big target for Elie Saab as the brand is looking to expand. Three years ago, the brand opened a store on Madison Avenue. The goal for the company is to market the brand beyond people just knowing them for couture. The company is hoping to reach a younger clientele that knows the brand name but thought they could only come to Elie Saab if they could afford couture gowns. Ellie Saab has worked on growing other categories, including their children’s collection and home goods.

Amazon Luxury Stores give Elie Saab a digital shop-in-shop presence that could potentially be replicated with other retail partners. Elie Saab is looking for a major turnaround in a year when the brand has faced many difficulties.

A dearth and cancellation of in-person events has killed their red carpet and haute couture business. Earlier this year, a warehouse explosion in Beirut also cost the company its original headquarters. Nevertheless, Elie Saab has worked to move onward and upward in the face of adversity.

For 2021, the brand is looking at adding watches and eyewear. They also opened a showroom in Milan.

Elie Saab readied their digital storefront for Amazon Luxury Stores in two months. While it was a fast turnaround, the company considered it key to their growth and future endeavors.

photo: via eliesaab.com