A new stage begins for one of the eCommerce giants in Europe. the french sell-privee, owner of , has decided to create a new brand, Veepeewhich will unite its current eCommerce and with which it hopes to accelerate its expansion throughout the continent.
Veepee, the new vente-privee
As explained Jacques-Antoine Granjonco-founder and president of vente-privee , his goal is that in 2020, both vente-privee and Privalia and the other online stores of the group start operating under the name of Veepee. In this way, the French giant would culminate five years of corporate restructuring, in which it has taken control of the Belgian (2015), the Spanish privilege (2016), the Swiss (2016), the danish Designers & Friends (2016) and the Polish (2016).
Of course, all these operations have had a high strategic value for the group, now operating in 14 countries (, Italy, Spain, Germany, , Austria, Belgium, Luxembourg, Holland, Switzerland, , , and Mexico). With 6,000 employees worldwide, vente-privee had a turnover of more than 3.7 billion euros in 2018.
«It has been a very complicated decision because it will involve many changes and the paralysis of some projects. We will do it very slowly, so there is no confusion«, explained Granjon, who however has ensured that this restructuring will not cause a reduction in the group’s workforce. To ensure the correct integration of the 6 brands, vente-privee will invest 100 million euros in technology.
Goodbye to Privalia in 2020
In the case of Privalia, one of the historical names of Spanish eCommerce, Granjon’s idea is for it to disappear in 2020. In this way, the birth of Veepee will put an end to the brand founded in 2006 by Lucas Carne and Jose Manuel Villanuevaand after a period of strong growth between 2008 and 2011, it achieved a great presence both in the Spanish market and in international markets such as Italy, Mexico and Brazil.
why Veepee
Veepee at a European level was requested on December 27 last and, as you can see, it has many similarities with the current image of the group.
Among the reasons cited by Granjon for this change is the search to take advantage of synergies between the brands, creating a global brand that unifies the vision and culture of the company. But in addition, Granjon has spoken of a cultural factor:
«For Spanish and Italians, pronouncing Vente Privee is not very complicated, but for others such as Germans or those from Northern Europe, where they have also recently acquired firms, it was more difficult to pronounce. Veepee is a very international name and the integration will help people traveling from one country to another to shop on our platform without switching brands.”
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