PARIS — French men’s e-tailer Menlook.com feted its fifth-year anniversary on a slick new party boat docked on the shores of the Seine River in Paris on Wednesday night.
“I admit, we have never done anything on this scale before,” beamed Marc Menasé, the Web site’s founder. “But then, we are an international company -75 percent of our business happens outside of France,” he added, noting the site logs 3.7 million visits a month.
The e-tailer operates offices in Paris, London, Hamburg, Singapore and also Barcelona, which opened this summer with a special platform for personal shopping.
“E-commerce is a solo experience – you sit alone in front of a computer. But men need advice. Our works via email, telephone, and Skype,” said Menasé.
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Menlook started in 2010 with 50 brands, and today boasts more than 800. Customers spend on average 170 euros, or $190 at current exchange, per visit, with the number of recurring visitors “increasing significantly” each year, according to Menasé.
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“With the style advice and the CRM that we have done, we are getting close to 2.5 orders per client per year,” he said.
The executive expects sales to climb 60 million euros, or $67 million, by year-end, aiming to attain 100 million euros, or $112 million, next year.
He said for the next five years his focus will be on mobile commerce.
“People talk of mobiles as a new channel, but it’s not just a new channel, it’s a change of behavior that will revolutionize retail – and media. It depends on the country, but today around 35 to 50 percent of our business is done via mobile and tablets – because those two always go to together. In five years, I bet that number will go up to 80 percent,” Menasé said.
At Wednesday’s party, the brand unveiled its new logo, featuring a slick new icon, which is to serve as a symbol for the site’s move towards a mobile market place and is also to adorn the Menlook.com app.
In an effort to help shoppers navigate through an ever-growing offering in the men’s wear sector along with an ongoing influx of new brands, Menasé said he is keen to push the personalization of his customers’ shopping experience.
“Instead of having one big Web site, every client will have his own, dedicated to his personal tastes in terms of brand preferences, product categories, size and weather. Personalization will bring a major change to the future of retail. This will be our focus in the next 24 months,” he said.
The company’s anniversary celebrations came with a live performance by Vianney, an award-winning French musician and fashion school graduate, as well as a limited edition capsule collection, which featured, among others, an embroidered sweatshirt designed by Carven’s new creative director for men Barnabé Hardy; a pair of tone-tone leather derbies by Grenson; a lambswool blanket scarf by Commune de Paris; and a fitted bomber jacket by M.Studio, Menlook’s own brand.