LVMH launches new brand to celebrate the “art of hosting”
French luxury conglomerate LVMH is one of the most powerful luxury companies in the world. Now, it’s turned its attention towards hosting with a new lifestyle brand, Clos19. The brand is focused on indulgence and extravagance, and is pitched towards socialites who “host dinner parties almost professionally”. It has several aspects that include premium alcoholic beverages and travel
LVMH’s share price is up by 38% year to date
SOURCE: Yahoo Finance
Clos19 will feature a luxury champagne, wine and spirits shop powered by luxury Ecommerce portal Thirstie. Here, the Great Gatsbys of the world can purchase a wide variety of premium drinks for their next can’t-miss soiree. Yet an online shop is just the start of Clos19’s relationship with luxury drinks.
The brand will also offer mixology classes and tastings as part of its “Become a Host” seminar. Through its blog it will offer numerous cocktail recipes, as well as more general hosting tips, and answer “basic questions” like which bottle of wine to serve when. In an effort to become the “ultimate source of hosting know-how” the company will take this advisory role even further: customers will be able to call a help line and talk to specialists if they really can’t sort their Bollinger from their Beaujolais unaided.
Perhaps the most interesting aspect of Clos19, however, is its so-called “travel experiences” which offers everything from tours of high-class vineyards and distilleries to week long yachting trips in New Zealand, and Antarctic trips that include “tasting on the ice”.
At the moment, it’s only available in New York and California – but the brand has plenty of room to grow: people like to party all around the world.
Dominion holds LVMH in its Global Trends Luxury Fund.
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