24S

24S is a French luxury-fashion e-commerce company operated by LVMH. The platform went live on 6 June 2017 under the name 24 Sèvres, taking its original name from the Paris address of Le Bon Marché, the historic department store owned by LVMH. Its creation extended LVMH's retail presence into digital commerce and was intended to provide an online equivalent to the group’s Parisian department-store experience. At launch, 24 Sèvres positioned itself as a Paris-focused alternative to established international luxury-fashion marketplaces such as Farfetch and Net-a-Porter. Its offer initially concentrated on womenswear and combined designer fashion with a distinctly French editorial and merchandising perspective. Rather than operating solely as a broad marketplace, the platform was presented as a digital expression of the Le Bon Marché environment, linking online luxury retail with the style, curation, and geographic identity associated with Paris. Eric Goguey served as the company’s first chief executive officer. Under its initial 24 Sèvres identity, the business sought to sell luxury fashion to customers beyond France while retaining a strong connection to Parisian fashion culture. The assortment was built around designer clothing and related luxury-fashion categories, although the available reference material does not specify a complete list of brands, categories, or commercial performance figures. In 2019, the company expanded beyond its original womenswear focus by adding menswear. That year it also changed its name from 24 Sèvres to the shorter 24S identity. The rebrand simplified the name for international digital use while preserving its connection to the original Parisian address. The platform has also supported emerging fashion talent, with examples cited in reference material including Ashlynn Parks, Tokyo James, and Satoshi Kuwata. Reference material indicates that the offer was expected to return to a women-oriented focus in 2026. Because the available material does not provide a detailed account of the implementation, business rationale, or current commercial scope of that change, the development should be treated as a reported strategic direction rather than a fully documented operating history. No reliable information is provided here about revenue, valuation, staffing, current executives, or the precise geographic markets served. 24S remains associated with LVMH’s broader luxury-retail and fashion ecosystem and with the group’s effort to develop a global digital counterpart to Le Bon Marché.

24S was created by LVMH as a digital extension of the group’s luxury-retail activities. The service went live on 6 June 2017 under the name 24 Sèvres. That name referred to the Paris address of Le Bon Marché, the department store acquired by LVMH in 1984, and signaled the intended relationship between the online platform and the department store’s Parisian identity. The launch represented LVMH’s effort to establish a dedicated online destination for luxury fashion rather than relying only on third-party digital marketplaces. Eric Goguey was the first chief executive officer. At launch, he described the service as a competitor to major online fashion businesses including Farfetch and Net-a-Porter, while emphasizing a stronger focus on Parisian style. The initial assortment was directed at women and centered on luxury fashion. The business developed its identity around curated digital retail, international reach, and the presentation of designer fashion through a Paris-based lens. The supplied material does not document the full brand roster, logistics model, financial performance, or detailed technology platform, so those aspects cannot be stated reliably here. It does establish that the platform was intended to reproduce online some of the experience and positioning associated with Le Bon Marché. Two notable changes occurred in 2019. First, 24 Sèvres expanded its offer to include menswear, moving beyond the women-only focus of its launch period. Second, it rebranded as 24S. The shorter name made the identity more compact for digital and international use while retaining continuity with the original 24 Sèvres concept. 24S has also supported emerging fashion designers and young creative talent. Cited examples include Ashlynn Parks, Tokyo James, and Satoshi Kuwata. These activities fit the platform’s broader positioning as a curated fashion destination rather than a purely transactional online store. The reference material further indicates a planned or reported return to a women-focused offer in 2026. The sources supplied do not explain whether this represented a permanent change, a merchandising adjustment, or a broader strategic repositioning. They also do not provide current executive information or a detailed account of 24S’s present operating structure. Accordingly, the documented history currently supports a concise account: LVMH launched 24S in 2017 as a digital luxury-fashion counterpart to Le Bon Marché; the platform expanded into menswear and changed its name in 2019; and it has maintained a connection to Parisian fashion curation and emerging designers.

1. 2026Reported return to a women-focused offer

   Reference material indicates that the platform is expected to return to an offer aimed at women, although implementation details are not supplied.

   Source
2. 2019Menswear is added

   The platform expanded its original womenswear assortment by introducing menswear.

   Source
3. 2019The brand adopts the 24S name

   24 Sèvres was renamed 24S, creating the shorter identity used by the platform.

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4. 201724 Sèvres goes live

   LVMH launched the online luxury-fashion platform on 6 June 2017, initially with a womenswear-focused offer.

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5. 1984LVMH acquires Le Bon Marché

   LVMH acquired Le Bon Marché, the department store whose Parisian identity later provided the conceptual and naming reference for 24 Sèvres.

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A Paris-oriented digital luxury-fashion retailer and online counterpart to LVMH-owned Le Bon Marché, positioned around curated designer fashion and international online access.

• WomenswearLuxury fashion2017

  Womenswear was the core category at the platform’s 2017 launch and remained central to its identity as a curated online destination for designer fashion. The available sources do not provide a complete brand list or detailed product taxonomy. Reference material indicates that 24S was expected to return to a women-oriented offer in 2026.

• MenswearLuxury fashion2019

  Menswear was added in 2019, broadening 24S beyond the womenswear-only assortment used at launch. The supplied reference does not specify the full range of designers, garments, accessories, or the later status of this category.

• Designer fashion and accessoriesLuxury retail2017

  24S presents luxury designer fashion through an online retail format associated with Parisian curation. The available material supports fashion and accessories as broad offering areas but does not provide enough detail to identify specific flagship products or a complete assortment.

• 2026Reported return to a women-focused offerStrategy

  Reference material describes a future shift in the platform’s assortment after its earlier expansion into menswear.

  What changed. 24S is reported as returning to an offer aimed at women.

  Aftermath. The available sources do not establish the exact implementation, permanence, or commercial consequences of this change.

  Source
• 2019Expansion into menswearStrategy

  The original platform focused on womenswear, while the luxury e-commerce market served both women and men.

  What changed. 24 Sèvres added menswear to its assortment.

  Aftermath. The move broadened the platform’s stated product scope, although later category performance is not documented in the supplied sources.

  Source
• 2019Rebranding from 24 Sèvres to 24SOther

  The original name connected the platform to Le Bon Marché and its Paris address but was longer for a digital international brand.

  What changed. The company adopted the shorter 24S name.

  Aftermath. The rebrand created the concise identity used in the platform’s subsequent public presentation.

  Source
• 2017Launch of 24 SèvresProduct launch

  LVMH sought to create an online luxury-fashion counterpart to Le Bon Marché and to compete with major digital fashion retailers.

  What changed. The group launched 24 Sèvres on 6 June 2017 with an initial focus on womenswear and a Paris-oriented positioning.

  Aftermath. The launch established 24S as LVMH’s dedicated digital luxury-fashion retail platform.

  Source

• 202624S reports a future return to a women-focused offer

  Reference material indicates that 24S is expected to return to an offer aimed at women in 2026. Details of the timing, implementation, and commercial scope are not available in the supplied sources.

  Product generation
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• 201924 Sèvres expands into menswear

  The platform broadened its assortment beyond its initial womenswear-only offer by adding menswear.

  Product launch
  Source
• 201924 Sèvres rebrands as 24S

  The company adopted the shorter 24S name, replacing the 24 Sèvres identity used since its 2017 launch.

  Other
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• 201724 Sèvres launches as LVMH's online luxury-fashion platform

  LVMH launched 24 Sèvres on 6 June 2017 as an online counterpart to Le Bon Marché, initially focusing on womenswear and presenting the service as a Paris-centered competitor in digital luxury fashion.

  Product launch
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1. 24S
2. 24S official website