Farfetch is rewriting the rules of luxury e-commerce with a bold new alliance in South Korea. A bold new chapter in luxury e-commerce begins as Farfetch announces a strategic partnership with Coupang’s R.LUX app—a move that highlights the evolving landscape of Korean luxury shopping. This collaboration, unveiled on June 9, 2025, brings together the global luxury marketplace leader with South Korea’s premier e-commerce platform (Coupang is headquartered in Seoul), offering millions of engaged customers unprecedented access to the world’s most coveted fashion brands.
A Strategic Gateway to Asia’s Luxury Powerhouse
This partnership is more than just another market expansion as it points out Farfetch’s commitment to one of the world’s most dynamic luxury markets. South Korea’s luxury goods market, valued at USD 5.5 billion in 2024 and projected to reach USD 8.3 billion by 2033, demonstrates the country’s increasing importance as a destination for luxury retailers aiming to connect with affluent millennials and Gen Z consumers who value both quality and prestige.
Stephen Eggleston, Chief Commercial Officer at Farfetch, said,
“We are thrilled to offer our partners – both brands and boutiques – a tremendous opportunity. This unique gateway will significantly expand their access to the high-spending South Korean luxury market. Together, we will continue to offer the widest selection of products, including unique items customers can’t find anywhere else.”
Bridging Global Luxury with Local Convenience
The integration with R.LUX demonstrates how global reach can be combined with local expertise. Farfetch’s extensive network of over 1,400 boutiques and brands will now be accessible through Coupang’s sophisticated delivery infrastructure, which includes free shipping and the company’s renowned fast delivery service. This partnership addresses a key challenge for Korean luxury consumers who have traditionally had to choose between convenience and authenticity when shopping for high-end fashion online.
The platform launches with an impressive roster of categories, including women’s and men’s wear, shoes, bags, watches, and fine jewelry from prestigious brands such as Dolce & Gabbana and Ferragamo. Notably, the selection also includes emerging designers and Korean brands like Ader Error, Low Classic, and We11Done, creating a curated mix that appeals to both global luxury enthusiasts and supporters of local fashion innovation.
Industry Response Signals Confidence
The partnership has already gained enthusiastic support from luxury brands eager to access the Korean market. A representative of MISSONI, the Italian luxury fashion house, said:
“We are excited about the continued evolution of our partnership with FARFETCH, and this is another step forward. We view this latest development as an incredible opportunity to make our products immediately available to millions of avid and already engaged customers.”
This response reflects the broader industry recognition of Korea’s importance in the global luxury ecosystem.
Technology Meets Luxury Experience
The partnership leverages R.LUX’s award-winning design, which the platform recently won the prestigious iF Design Award 2025, and combines it with Farfetch’s technological sophistication. Customers will benefit from streamlined purchasing processes that include transparent pricing with taxes included, eliminating the complexity of customs declarations that often plague international luxury purchases.
The integration also maintains Farfetch’s commitment to authenticity, with all products verified through direct partnerships with global brands and trusted boutique partners. This approach addresses a critical concern for Korean consumers who have become increasingly sophisticated about luxury goods and demand genuine products.
Looking Ahead: Implications for Luxury E-commerce
This partnership signals a pivotal moment for the luxury industry, as brands increasingly recognize the need to balance exclusivity with accessibility. The success of this collaboration could serve as a blueprint for other luxury retailers looking to expand into high-growth Asian markets while maintaining the premium experience that defines luxury shopping.
