Net-a-Porter targets stylish men with launch of Mr Porter designer website

The fashion website Net-a-Porter helped to change the way women buy designer clothes and now it is hoping to do the same for men. Yesterday the company announced it would launch a dedicated menswear site in January next year called Mr Porter.

The first collections will be from the spring/summer 2011 shows and the site will offer a mix of global designer labels including Burberry, Ralph Lauren Yves Saint Lauren and Dunhill, along with niche specialist brands and style advice.

Industry insiders will be intrigued to see whether Mr Porter enjoys the phenomenal success of the original site for women. The founder Natalie Massenet – a former fashion editor at Tatler – started the business from a Chelsea basement in 2000 and recently sold her share of the company for an estimated £50m to the Swiss luxury goods group Richemont. Massenet remains the chairwoman of Net-a-Porter but Richemont has the controlling stake in the company, which it has valued at £350m.

Massenet both predicted and encouraged the demystification and democratisation of designer fashion, whereby women would be willing to buy branded clothes without going to a suitably luxurious boutique to try them on. The site also ships around the world, meaning that women who live away from big cities and smart shops can still consume high fashion. In April last year, the company introduced The Outnet, a sister site selling designer brands at heavy discounts which allowed more people to buy into high fashion and helped to make saving money seem savvy rather than stingy.

While there are several boutiques catering to men and women which offer online shopping, such as Browns and Matches, there is no men's site selling designer pieces on a similar scale. However the fashion editor of Esquire, Gareth Scourfield, believes men have an appetite for online shopping.

He said: "The surge in online retail is quite a phenomenon. With the likes of ASOS and my-wardrobe.com seeing a significant increase in traffic from the male consumer for designer pieces, it seems a good time to tap into this growing trend."

The convenience of Mr Porter is likely to appeal to men, who often regard shopping as more of a chore than leisure. Despite a difficult retail climate, Massenet is confident the site will catch on, and has a ready-made marketing strategy in the form of women. Natalie Massenet said: "We have a ready-made customer base for our men's business. 100 per cent of Net-a-Porter customers have a man in their lives in some capacity and 59 per cent of them are married and living with their partners."

News
newsAnother week, another dress controversy on the internet
Life and Style
Marie had fake ID, in the name of Johanna Koch, after she evaded capture by the Nazis in wartime Berlin
historyOne woman's secret life as a Jew in wartime Berlin
Life and Style
Scientist have developed a test which predicts whether you'll live for another ten years
health
News
news... and what your reaction to the creatures above says about you
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Recruitment Genius: Telesales & Customer Service Executive - Call Centre Jobs

    £7 - £9 per hour: Recruitment Genius: Are you outgoing? Do you want to work in...

    Ashdown Group: Finance Manager - Covent Garden, central London - £45k - £55k

    £45000 - £55000 per annum + 30 days holiday: Ashdown Group: Finance Manager - ...

    Ashdown Group: Systems Administrator - Lancashire - £30,000

    £28000 - £30000 per annum: Ashdown Group: 3rd Line Support Engineer / Network ...

    Recruitment Genius: Graduate Web Developer

    £26000 - £33000 per annum: Recruitment Genius: A Web Developer is required to ...

    Day In a Page

    The difference between America and Israel? There isn’t one

    The difference between America and Israel? There isn’t one

    Netanyahu knows he can get away with anything in America, says Robert Fisk
    Families clubbing together to build their own affordable accommodation

    Do It Yourself approach to securing a new house

    Community land trusts marking a new trend for taking the initiative away from developers
    Head of WWF UK: We didn’t send Cameron to the Arctic to see green ideas freeze

    David Nussbaum: We didn’t send Cameron to the Arctic to see green ideas freeze

    The head of WWF UK remains sanguine despite the Government’s failure to live up to its pledges on the environment
    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Author Kazuo Ishiguro on being inspired by shoot-outs and samurai

    Set in a mythologised 5th-century Britain, ‘The Buried Giant’ is a strange beast
    With money, corruption and drugs, this monk fears Buddhism in Thailand is a ‘poisoned fruit’

    Money, corruption and drugs

    The monk who fears Buddhism in Thailand is a ‘poisoned fruit’
    America's first slavery museum established at Django Unchained plantation - 150 years after slavery outlawed

    150 years after it was outlawed...

    ... America's first slavery museum is established in Louisiana
    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    Kelly Clarkson: How I snubbed Simon Cowell and become a Grammy-winning superstar

    The first 'American Idol' winner on how she manages to remain her own woman – Jane Austen fascination and all
    Tony Oursler on exploring our uneasy relationship with technology with his new show

    You won't believe your eyes

    Tony Oursler's new show explores our uneasy relationship with technology. He's one of a growing number of artists with that preoccupation
    Ian Herbert: Peter Moores must go. He should never have been brought back to fail again

    Moores must go. He should never have been brought back to fail again

    The England coach leaves players to find solutions - which makes you wonder where he adds value, says Ian Herbert
    War with Isis: Fears that the looming battle for Mosul will unleash 'a million refugees'

    The battle for Mosul will unleash 'a million refugees'

    Aid agencies prepare for vast exodus following planned Iraqi offensive against the Isis-held city, reports Patrick Cockburn
    Yvette Cooper: We can't lose the election. There's too much on the line

    Yvette Cooper: We can't lose the election. There's too much on the line

    The shadow Home Secretary on fighting radical Islam, protecting children, and why anyone in Labour who's thinking beyond May must 'sort themselves out'
    A bad week for the Greens: Leader Natalie Bennett's 'car crash' radio interview is followed by Brighton council's failure to set a budget due to infighting

    It's not easy being Green

    After a bad week in which its leader had a public meltdown and its only city council couldn't agree on a budget vote, what next for the alternative party? It's over to Caroline Lucas to find out
    Gorillas nearly missed: BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter

    Gorillas nearly missed

    BBC producers didn't want to broadcast Sir David Attenborough's famed Rwandan encounter
    Downton Abbey effect sees impoverished Italian nobles inspired to open their doors to paying guests for up to €650 a night

    The Downton Abbey effect

    Impoverished Italian nobles are opening their doors to paying guests, inspired by the TV drama
    China's wild panda numbers have increased by 17% since 2003, new census reveals

    China's wild panda numbers on the up

    New census reveals 17% since 2003