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Italy’s Bulgari launches online in Singapore before home

Italian jewellery firm Bulgari has launched an e-commerce platform in Singapore prior to opening online services in its home territory. Korea will soon follow.

The luxury brand is accelerating its digital programme following the effect of the coronavirus pandemic on the industry, placing restrictions on the ability of shoppers to visit physical stores. It is planning to launch new online boutiques in seven countries over the next 90 days, beginning with the Singapore shop going live yesterday.

The store features an AR function allowing shoppers to view products as they would appear in the real-world environment, as well as e-concierges and home delivery services.

“E-commerce must be an engaging and exclusive 360-degree experience, offering the same service of excellence delivered in a Bulgari boutique,” said Bulgari CEO Jean-Christophe Babin. 

“Not to mention the complementarity of the website with the boutiques in terms of content and information. 

“With Covid-19, our e-shop has become our number-one store worldwide with a growth exceeding 100 per cent and we believe it will reinforce its leading position after Covid-19, as it has been an accelerating factor.”

Bulgari’s next e-shops are expected to launch in the UAE, Italy, France, Korea, Mexico and Brazil.

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