A new luxury retailer is launching in the hope of targeting consumers who feel overlooked by the current offerings. Seasons – which went live today – is a new branch of Next, the UK’s largest online fashion retailer. Although Next is known for its high-street edit, Seasons will focus on luxury contemporary brands, and offer an unmatched service in terms of delivery and returns to customers who live all across the UK, rather than just in the major cities.

According to a release, the site will leverage the robust infrastructure of Next in order to offer next-day delivery to all, and will make returns easy with over 500 collection points across the UK. Research conducted by Next found that currently, 87 per cent of women outside London feel under-served in luxury – and this is something Seasons is aiming to challenge.

“With a focus on investment-worthy pieces and high-quality service, we believe Seasons will reach a customer who has until now been overlooked in the UK,” brand director Jane Taylor said. “We are looking forward to helping that customer cut through the noise of today’s fast-moving trends and guiding them with an edit we know they’ll love, so that they can get on with living their lives in style.”

In terms of the edit, Seasons is much more focussed than many of its competitors with a very concise selection – and the emphasis is very much on the contemporary brands. It has launched with the likes of Rixo, Remain, By Malene Birger, Ganni and Joseph.

Seasons is entering the luxury online shopping market at an interesting time with a number of major changes having taken place in recent months. This includes Matches Fashion shutting down earlier this year and Net-a-Porter being acquired by MyTheresa just this month.

You can shop Seasons here.