MadaLuxeVault.com sales surge by 500% during peak Covid months


MadaLuxe Group, which distributes watches from Fendi, Salvatore Ferragamo, Versace, Teslar alongside luxury eyewear brands in the Americas, has revealed that it grew ecommerce sales by 500% at the height of the Covid-19 pandemic from March to July.

As well as wholesale distribution to a network of retailers, Madaluxe also has its own direct to consumer ecommerce site, so it has been able to adapt to dramatically different demands as consumers shifted online while physical stores were closed.

“We were in position from a digital and operational perspective to maximize the opportunity that surfaced as a result of the pandemic,” said Adam Freede, CEO of MadaLuxe Group.


“We immediately turned more attention to and honed in on our e-commerce site, MadaLuxeVault.com, at the start of the pandemic, when luxury consumers first began to shift online in large numbers. We moved very quickly to accommodate our customers with the same level of service online that they were used to receiving in-store, and our efforts have proven successful. Not only have our net sales increased by five times, but the number of sessions, new users and order volume on our ecommerce site have risen every month since March.”

Mr Freede notes that the company saw a massive jump in May, once Americans had adjusted to the new normal of shopping online. Since then, the increases have persisted as ecommerce continues to dominate the consumer experience. Between March and July, MadaLuxeVault.com saw 150% growth in new users.

Luxury eyewear has been the biggest driver of recent growth, particularly for glasses with blue light lenses that help prevent eye strain by filtering the blue light emitted by digital screens.

Watches have also been a top category every month since March.

“Accessories that might stand out on a Zoom or Teams video call, like eyewear, watches and jewelry, have been in high demand,” Freede suggests. “We’ve also seen an increase in handbag and footwear purchases. The takeaway is that luxury shoppers are looking for brands that offer excellent quality at the right value, and we’re focused on providing that, along with a superior and personalized customer experience.”

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  1. Quite fortunate that the owners of the distributor MadaLuxeVault were positioned and ready to take advantage of a shift to online sales due to store closures during the Covid-crisis, unlike many others who likely were not. And a peak sales surge of 500% must be the envy of distributors everywhere; a job well-done!

    But after paying homage to their preparedness, their excellent customer service, and resultant sales, there is no mention that they are in a rush to return to traditional distribution and sales models. Could it be that, by selling direct to consumer:

    1. They pleasantly learned that they could repatriate a significantly greater percentage of margin to their own coffers?
    2. They were able to directly obtain data on their customers, their preferences, and their spending habits, all invaluable metrics, that were once solely the domain of their retail partners, and use this data to help optimize their new online business model?

    It would be compelling to hear what their strategic business plan looks like post-Covid!


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