Next has unveiled its premium online retailer, Seasons, focusing on luxury brands.

• The platform aims to expand on the success of Next’s acquisition of Reiss.
• Next plans to enhance its third-party business by including high-end labels.
• Seasons will initially serve the UK, with international expansion planned by 2025.
• Next observes a consumer trend towards fewer, higher-quality purchases.

Next has launched its premium online fashion platform, Seasons, which promises a curated selection of luxury brands. The announcement was made public in September, signalling Next’s strategic move to capitalise on its majority stake in Reiss, of which it controls 74%.

A core objective of the new platform is to bolster Next’s third-party business. By creating an exclusive ecosystem for high-end labels such as Ganni, Marc Jacobs, and Tory Burch, Next intends to attract a clientele interested in premium products. This move hints at Next’s broader ambition to grow its brand portfolio and eventually target the upper echelons of luxury labels.

Market trends indicate a shift among consumers, who are increasingly opting for fewer, yet more expensive, items. Lord Wolfson, head of Next, commented on this development during the platform’s announcement. He stated, “We’re definitely seeing more traction at the mid and higher end of our price architecture, than the base. That’s people buying fewer higher quality things.” His insights reflect a targeted strategy to address and service the increasing demand for premium brands.

Seasons seeks to foster long-term relationships with its initial brand partners, aiming to not only maintain but expand its offerings. This strategic alignment is reinforced by Lord Wolfson’s remarks about serving Next’s substantial base of 8 million customers more effectively. By introducing popular premium brands to this demographic, the company is making a concerted effort to enhance customer satisfaction.

Although Seasons is launching as a UK-exclusive platform, there are plans to extend its presence to international markets by late 2025 or early 2026. This anticipated growth strategy highlights Next’s commitment to scaling its e-commerce ventures beyond national borders, catering to a wider audience with its luxury offerings.

Next’s approach with Seasons represents a keen understanding of market trends, focusing on quality over quantity in consumer purchases.