24S

24S is LVMH's proprietary e-commerce platform, launched on June 6, 2017 as what the group's first chief executive, Eric Goguey, described as an online equivalent to Le Bon Marché -- the Paris department store LVMH had owned since 1984. The idea was to bring Le Bon Marché's curatorial eye and Parisian sensibility onto a digital storefront the group fully controlled, rather than ceding luxury e-commerce to third-party marketplaces. It launched with womenswear only; menswear followed in 2019, the same year the site dropped its original name, 24 Sèvres -- a reference to the department store's Left Bank address on Rue de Sèvres -- in favor of the shorter 24S as it pushed for international recognition. The platform now carries more than 300 brands and functions as the exclusive online retail partner for several LVMH maisons, including Louis Vuitton, Dior and Celine, alongside a wider roster of independent and emerging designers, shipping to more than 100 countries. Run from Paris and operating in English, French, German and Korean, 24S has no bricks-and-mortar counterpart of its own -- it exists purely as LVMH's answer to how a luxury conglomerate sells directly to the world without a physical storefront.