Burberry chief steps up digital drive in deal with float candidate Farfetch

Burberry was in fashion in the City after it inked a landmark deal on Thursday with online retailer Farfetch that could see its trademark trenchcoats available in 150 countries.

Technology developed by Burberry has been integrated to the Farfetch operating system, allowing the brand’s entire global range to be available through a online platform.

Currently only parts of its collections are sold via third-party sites such as Yoox Net-a-Porter and Matchesfashion.

The FTSE 100 designer’s website is available directly in 44 countries. Its new partnership will significantly boost its exposure globally and allow Burberry to enter new markets such as Brazil and Mexico. It marks one of the biggest tie-ups since Marco Gobbetti joined as chief executive last year. He wants to strengthen the brand’s digital arm.

The company is committed to embracing the “see now, buy now” model, and Farfetch customers will be able to pick up new items straight after Burberry unveils them on the runway this Saturday evening at London Fashion Week.

Shares in Burberry rose 6.5p to 1549.5p.

The tie-up could aid London-headquartered Farfetch’s rumoured ambition to explore a $5 billion (£3.6 billion) float in New York.

The firm was founded by entrepreneur José Neves in 2007 and is co-chaired by Net-a-Porter founder Natalie Massenet.