Natalie Massenet

Net Effect


When Natalie Massenet launched in 2000, few in the fashion industry believed that women would want to buy pricey fashion they couldn’t touch or try on. But Massenet, an online addict—and a former editor—knew she was on to something. Boy, was she right. Today, from Manhattan to Melbourne, women can have what they want overnight with the click of a mouse. Net-a-Porter, which offers a distilled version of the season’s trends, attracts more than 3,000 new customers per month, with an average order of about $1,000. Its revenues, now $72 million, have grown by the year. Servicewise, the site behaves like any other luxury retailer, with shop-in-shops, trunk shows and personal shoppers. And because Massenet knows that women still love to shop from glossies, she now offers Net-a-Porter Notes, a chunky, twice-yearly magazine. “We try not to be complacent about what the customer wants,” says Massenet. “And we try not to be too rigid in the way we approach the business.”

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