LuisaViaRoma, THEBS.com and Camera Buyer Italia launch Italy’s first luxury marketplace

Luisaviaroma, THEBS.com and Camera Buyer Italia (CBI) have set up a strategic partnership to create the first genuine Italian luxury e-marketplace. The goal of this new digital platform is to transform Italy’s fragmented high-end distribution landscape into a unified and globally competitive ecosystem.

For decades, the creative, operational and human core of high-end fashion has been fostered by Italian multibrand retailers, independent businesses which built the assortment that enabled international e-tailers to succeed. Although Italian retailers have always contributed greatly to the luxury landscape, their assets’ digital and financial management has always remained predominantly abroad. This new project radically changes the paradigm.

“With this initiative, LuisaViaRoma has established itself as a driving force for innovation and aggregation in Italian luxury retail. We have the skills, technology and vision to spearhead a profound transformation of the Italian fashion system. After launching its e-tail platform 20 years ago, well ahead of the industry, today LVR has taken a step further, making its platform available to the Italian boutique ecosystem in order to create a model in which quality, independence, and competitiveness will coexist. It is a corporate project, not a marketing operation. LVR has become a strategic infrastructure able to aggregate what has always been fragmented: Boutiques, brands, and regions. We don’t centralise, we enable. Finally, we are giving Italy the position it deserves in digital fashion too,” said Tommaso Maria Andorlini, CEO of LuisaViaRoma. 

The partnership combines the technological know-how and international outlook of LuisaViaRoma, the well-established digital infrastructure operated by THEBS.com, and the advocacy experience of CBI, the Italian trade association representing high-end multibrand retailers.

“Italy has finally adopted a systemic outlook, based on genuine collaboration between public authorities, the retail trade and technology,” said Maura Basili, recently re-appointed president of CBI for 2025-2027, and president of THEBS.com. “We are creating an integrated and dynamic digital ecosystem, exploiting the key role of Italian and international multibrand retailers, and significantly increasing their visibility and global competitiveness. We are going beyond internal divisions to make the Italian fashion industry even stronger and build a model capable of attracting new operators and fostering synergies, putting multibrand fashion retail back at the heart of a constantly evolving sector,” she added.

This project is also a turning point for LuisaViaRoma, which is evolving from pure digital retailer to a strategic platform, equipped with an advanced digital infrastructure, with operational know-how and international visibility, and with a global user base generating over 50 million unique visits and 400,000 active customers annually.

The new project’s pilot phase will begin in the coming months, working with select retail partners jointly offering a wide selection of products. Other B2B services, including competition analysis, logistics, and international expansion support, will be introduced later.