Farfetch Limited, a global platform for the luxury fashion industry, has agreed to acquire luxury  beauty retailer, Violet Grey, for an undisclosed sum.
 
Violet Grey is a renowned beauty destination and elevated content channel, and has been the launchpad for many global beauty brands. The company has built a devoted community who love the brand for its expertise and the trust they’ve built amongst customers. The acquisition comes ahead of the launch of Beauty on the Farfetch Marketplace, which is scheduled for later in the year.
 
The acquisition of Violet Grey brings industry expertise as well as a curated selection of products to be offered on the Farfetch Marketplace, and expands the beauty curator’s reach to extend to Farfetch’s global customer base. Violet Grey will also leverage Farfetch Platform Solutions’ expertise in technology, global logistics and operations in continuing to drive its standalone business, comprised of VioletGrey.com and its Los Angeles retail store.
 
Upon completion, Violet Grey founder, Cassandra Grey, will become a global advisor for Beauty on the Farfetch Marketplace and co-founder of NGG Beauty where she will work to incubate  and accelerate new brands. Grey will also be chair of Violet Grey, providing overall strategic and creative direction and continuing to build the community that Violet Grey is known for. Niten Kapadia, previously VP Operations, Farfetch takes the role of Managing Director for Violet Grey.
 
Completion is subject to customary closing conditions, including the consent of Violet Grey’s existing shareholder base.

Upcoming Beauty Proposition from Farfetch

Farfetch’s beauty proposition, which is due to launch later this year, will offer Farfetch’s extensive Millennial and Generation Z luxury audience a unique experience for discovering and shopping for beauty. It will allow customers to access insights and expertise from multiple beauty experts and communities, including the Violet Grey community. 
 
For brand partners, Farfetch’s expansion into Beauty provides an  opportunity to reach Farfetch’s millions of engaged luxury customers through co-branding and marketing opportunities to target the global Luxury Beauty market.

Comments from Leadership

Stephanie Phair, chief customer officer, Farfetch said, “The acquisition of Violet Grey is an important step ahead of the launch of Beauty on Farfetch later this year and will form part of our overall beauty strategy ‘palette.’ It will enable us to offer our informed and engaged customers a curated selection of the industry’s most sought-after products on the Farfetch Marketplace, joining a world of beauty brands, from the iconic leading global brands, to smaller brands with a cult following.”
 
She continued, “Farfetch will bring together niche and global brands to transform the beauty retail experience, creating an environment that offers beauty without boundaries.”
 
Cassandra Grey commented, “We’ve had our eye on Farfetch since its inception and I have long admired José’s love of fashion and his inspired mission to connect curators, creatives and customers in a way that revolutionizes the consumer experience and meets us wherever we are.  Myself, Sarah Brown and our band of beauty editors could not be prouder or more eager to bring our love of beauty and discerning eye to the Farfetch ecosystem. Most of all we are honored to now get to learn from José, Stephanie Phair, Holli Rogers, and all the other amazing Farfetchers.”