Burberry says its technology has been integrated to the Farfetch API, the platform’s operating system, hence allowing the brand’s entire global inventory to be available through an e-commerce platform. This integration is expected to expand Burberry’s distribution globally, giving the brand access to over 150 countries.

“We are thrilled about our partnership with Farfetch. Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer. We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer”, said Daniel Heaf, ‎SVP Digital Commerce & Digital Marketing, Burberry.