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Burberry teams up with e-commerce platform Farfetch

Burberry Group Plc on Feb. 15 said that it has partnered with e-commerce platform Farfetch to feature the luxury goods company's products on the fashion site.

The partnership enables the fashion brand to expand its reach to over 150 countries, making its products easier to access via an enhanced online presence.

Daniel Heaf, Burberry's senior vice president of digital commerce and digital marketing, said that the move is "a natural and significant evolution" as the company plans to reach "a young fashion-conscious consumer."

Technology developed by Burberry has been integrated into the operating system of Farfetch, the release added.

The collaboration will launch with a Farfetch around-the-clock delivery service in London called Show to Door. The service aims to deliver Burberry products that customers ordered 24 hours after the luxury brand's February 2018 fashion show.