Farfetch Limited has acquired luxury cosmetics company Violet Gray for an undisclosed sum. As the British online fashion retailer said in a statement, Violet Gray has grown into a renowned beauty destination and sophisticated content channel since its inception, and has been the launch pad for many of today’s most iconic global beauty brands. The acquisition comes ahead of the launch of a beauty category on the Farfetch Marketplace planned for later this year.
“The acquisition of Violet Gray is an important step ahead of the launch of beauty on Farfetch later this year and will form part of our overall ‘palette’ beauty strategy. This allows us to offer our informed and engaged customers a curated selection of the most desirable products in the industry, fitting into a world of beauty brands ranging from iconic, leading global brands to smaller brands with cult status,” commented Stephanie Phair, Chief Customer Officer at Farfetch.
The company added that this acquisition brings industry expertise, a curated selection of products to be offered on the Farfetch marketplace, and expands Violet Gray’s reach into Farfetch’s global customer base. The cosmetics retailer will also leverage Farfetch Platform Solutions’ technology, global logistics and operations expertise to further advance its standalone business consisting of Violetgrey.com and a brick-and-mortar store in Los Angeles.
Upon completion of the acquisition, Violet Gray founder Cassandra Gray will become the global beauty consultant on the Farfetch marketplace and co-founder of NGG Beauty, where she will oversee the development and promotion of new brands. Gray will also serve as Violet Gray’s chair, provide overall strategic and creative direction, and continue to build the community Violet Gray is known for. Niten Kapadia, previously VP Operations at Farfetch, will assume the role of Managing Director at Violet Grey.
“Violet Gray was founded with a simple, no-nonsense mission: let customers feel confident in their purchasing decisions. Our product is trust, and we’ve earned that trust simply by working with the best. We’ve eyed Farfetch since its inception, and I’ve long admired José’s love of fashion and his inspiring mission to connect curators, creators and consumers in ways that revolutionize and serve the consumer experience, where we are,” Gray explained.
This translated article originally appeared on FashionUnited.uk.