A Brief Overview of the Leading Online Boutiques for Brands Designer Clothes: net-a-porter, asos, shopbop, bluefly, lebazarparisien... By Olivier de La Mesliere, Leonardo Ventures

1. Leading Fashion e-Retailers

2. Leading Designer Brands Online Retailers (Pure Players)
• Early starters circa 1998:
Net-a-porter, Asos (UK )
ShopBop, Bluefly (USA)
and Yoox (Italy)
• New comers in Europe since 2006:
MyWardrobe (UK),
StyleBop (Germany),
MonShowRoom, PlacedesTendances, VitrinesParisiennes, LeBazarParisien
(France)

3. Netaporter.com
• the world's premier online
luxury fashion retailer.
• Launched in London in 2000
• Carries 200 designers ranging
from "superbrands" to cult
favorites ( Paul & Joe…)
• Average order £500€
• Funds raised: $1.4m at
inception, $8.2m in 2004
• Luxury Group Richemont
owns 28%, offers to buy at
£350m
• 2009 Sales: 120M£
• 1.8 million unique visitors

4. Asos.com
• Also launched in 2000 with
£2.3m seed-money
• UK's largest online-only
fashion and beauty store
• Aimed at 16-34 year olds
• Average Order 53£
• Carries also its own brand
• Prints a magazine with a 500 000
circulation
• Skyrocketing growth:
8M£ sales in ‘04 …80M£ in ‘08
• March 31 ‘09 Yearly Sales: £165m

5. My-Wardrobe.com
• « The Home of Accessible
Designer Fashion »
• Launched in UK in April 2006
• Fills the gap between Net-a-
porter and ASOS
• The most recent fashion
collections from European,
Australian and North-
American designers
• Backed by Business Angels
and by Balderton (July ’10)
• Raised £11.2m in 3 rounds
• 85 employees
• 800 000 monthly uniques
• 2007/08 Sales: £1.3m
• 2008/09 Sales: £3.8m
• Total loss: £3.7m

6. Yoox.com
• Launched in 2000 in Italy as
a luxury fashion outlet
• Offers also a Designers’
Corner as from Sept. ‘09
• Backed by Benchmark
Capital (€5m raised in ‘03)
& IPO in Dec ‘09 (AIM)
• 2004 Sales: €25m
• 2008 Sales: €101m,
• 3m unique online visitors
• 1.7m pieces sold on the site

7. StyleBop.com
German Designers Online
Boutique 100%-backed by
the Founders (with the
proceeds of the sale of
their former Fashion
Boutique « Sarajo » in
Munich)
• 2008 Sales: €10.7m
• 2009 Sales: €20m
• Average order €200+tax
• 2.1m unique visitors

8. ShopBop.com
• US Online Fashion
Designer Website
launched in 1999 by the
Madison Avenue Fashion
Store « Bop »
•Website bought up by
Amazon in 2006
•Free Deliveries to Europe
for orders of $90 or
more…

9. BlueFly.com
• US Online Fashion
Designer Website
launched in 1998
•Listed on Nasdaq
•’09 Sales: $81m
•Raised over $100m
•RHO Ventures took 33%
for $15 million in Dec ’09

10. PlacedesTendances.com
• French Online Designer
Boutique launched in
April 2008
• A 100% Subsidiary of
Television Group eTF1
• 2008 Sales: €787k
• 2009 Sales: €3m

11. MonShowRoom.com
• Launched in the South of
France (Aix) in 2006
• Backed by Venture Capitalists
Alven & Credit Agricole with
€4.3m in January 2009
• Aims at 16/34 years old
• 2008 Sales: €1.8m
• 2009 Sales: €4m
• 2010 Sales: €7m (est.)

12. VitrinesParisiennes.com
• Launched in the South of
France (Nice) in Nov. 2007
• Backed by its holding
company, a Web Agency
• Aims at 16/34 years old
• 2008 Sales: €0.5m
• 2009 Sales: €1.5m

13. LeBazarParisien.com
• Launched in 2006
• Privately held
• Aims at 25/49 year
olds
• End of Sept 2009
Annual Sales: €800k
• Average Order: €150

14. The French Potential Upside For Online Fashion
Population Cyber- Total Online Clothing Online
(million) Population Spending Spending
(million) (billion €) (billion €)
United Kingdom 61.3 26.6 €50 €5
France 61.8 24 €24 €1
# of
Designer Brands Websites
Online Boutique ’09 Net Sales
UK £288 million 3
France €9.5 million 4

15. Online Fashion Country Year of Sales / Operating Profit (Loss) Target Backing
Designer Boutique Inception 2006 2007 2008 2009 and Company Valuation (million)
Net-a-porter 2000 £36,500 £55,200 £85,000 £120,000 Ultra-Luxury *** Richemont Group offers to buy for
£9,000 ? 25/49 year olds £350
Asos 2000 £20,320 £42,610 £81,040 £163,400 Cheap/Chic Listed since 2001
U.K. £1,340 £3,250 £6,960 £13,940 16/34 year olds £342
MyWardRobe 2006 ? £1,300 £3,800 Luxury Brand raised £3,3m in 07, £2m in 08
25/49 year olds from Business Angels, then raised
-£0,690 -£1,520 -£1,490 £5,9m in July 10 from Balderton
Yoox 2000 69,252 € 101,800 € 152,000 € High Luxury Brands Benchmark Capital etc
Italy IPO December 2009 on London SE
€ 260m Dec, 2009 Market Cap
StyleBop 2004 10,000 € 20,000 € High Luxury Brands 100% Founders
Germany 25/49 year olds
PlacedesTendances 2007 0,779 € 3,195 € Luxury & Cheap Brands 90% Subsidiary of TF1 Television Group
(-1,86) (-1 ) 25/49 year olds
MonShowRoom 2006 0,956 € 1,860 € 4,000 € Cheap Alven Capital, Crédit Agricole
(-0,25) (-0,25) 16/34 (€ 6,4 million valuation)
France
Vitrines Parisiennes 0,478 € 1,489 € Casual Chic 100% Subsidiary of Web Agency
LeBazarParisien 2006 0,400 € 0,800 € 0,766 € High Luxury Brands Privately held
(-0,25) (-0,25) (-0,134) 25/49 year olds
Bluefly 1998 $91,500 $95,800 $81,200 average order $250 Listed on Nasdaq,+ $100m raised
(-$15,8) (-$11,3) (-$4,4) from George Soros, Peter Lynch…
Feb 26, 2010: RHO Ventures invests
USA $15m for a 33,33% share in Bluefly
ShopBop 1998 A 100% subsidiary of Amazon

16. Leading Fashion e-Retailers
Sources
Wikipedia.org / Companies Websites / Listed Companies Annual Reports
Compiled by Olivier de La Mesliere
A Leonardo Ventures Presentation