Burberry will sell on Farfetch in a bid to extend its global reach and appeal to more consumers.

The luxury brand, which will now be able to sell to consumers in 150 countries, will work with the platform to make sure its product appears as a “curated digital experience” that reflects its identity.

Burberry said that the tie-up would enable it to have better relationships with other ecommerce partners as its online inventory will be more transparent and flexible.

To launch the partnership, Burberry will be running a “show-to-door” delivery service for the 24 hours following its show at London Fashion Week on Saturday.

The luxury brand is in the midst of a leadership change as long-time creative brain Christopher Bailey departs.

New chief executive Marco Gobbetti arrived from Céline in July 2017. The luxury industry is awash with rumour that Céline star designer Phoebe Philo, who resigned from her post just before Christmas, will replace Bailey.

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