Victoria Beckham To Launch E-Commerce

Victoria Beckham pic credit GCMD/ WENN

VICTORIA BECKHAM will launch e-commerce for the first time this spring, a venture that could be the prelude to a future standalone store - the label's CEO suggests. The website will sell accessories, eyewear, denim and the designer's Victoria Victoria Beckham line, marking a new stage of growth for the brand.

The most successful female group ever are set to re-form for a new album and tour – but without the reluctant Victoria Beckham.

Beckham, who has forged a more successful solo career than any of her former colleagues, kept her distance from the rest of the Spice Girls at the first night of their musical Viva Forever! on Tuesday 11 December, 2012.

While the foursome arrived at the premiere looking happy, Victoria Beckham met fans alone on the red carpet, Beckham’s publicist said: ‘Victoria respects all of the girls and will always support them all personally and professionally.

Five become four: Melanie Chisholm, Emma Bunton, Geri Halliwell and Melanie Brown posed together at the premiere of the Spice girls musical in London, without Posh who turned up separately!

Rumour has it, Victoria snubs Spice Girls reunion, sparking hunt for her replacement. She arrived late, missing a photoshoot with the rest of the group and delaying curtain-up, then left the after-party earlier than the others. The reunion plan is being spearheaded by Halliwell, who was  the first to leave the group in  1998, at the height of their fame.  She is understood to have been  performing private showcases for record executives in a bid to drum up interest.

She is said to have compared the planned reunion with Take That’s hugely successful decision to  re-form without Robbie Williams in 2005 (although he later rejoined).

Take That never used a substitute for Williams, but the Spice Girls are considering either a reality TV series to find the ‘new Posh’ – or recruiting a singer with more experience of the music business.

Add to that the real reason rumoured for Victoria's behaviour secretly terrified of upsetting US Vogue editor Anna Wintour.

We've learnt that Anna's finally deemed Victoria 'classy' enough to be the mag's cover star in February.

It's been Posh's ambition for a decade and despite gracing countless other international editions, including UK Vogue, Victoria, 38, has always been refused a US cover by Anna - until now.

A pal says: 'The Spice Girls were on the January 1998 cover of US Vogue and that's the problem.

'Anna still saw Victoria as a former Spice Girl and WAG and said it was the wrong image for the mag.

'Victoria's made great strides changing that, but she fears one wrong step could make Anna have an about-turn. She's sweated blood to get the cover and wasn't going to let Viva Forever! ruin it all.

Victoria Beckham at the first night of the Spice Girls musical Viva Forever!

The band source added: ‘At the moment they’re thinking who, out there, who’s been in a another band, could “be” Victoria. There would be interest in a television series, but I think they’re keen on someone with industry experience rather than discovering a new star.’

Sources say the girls will announce plans to re-form within weeks. They split in 2000, after releasing their farewell studio album Forever, but reunited for a world tour in 2007, which netted them £10 million each.

The move may also trigger commercial wrangles about whether the remaining band members will be able to use the Spice Girls name without Beckham’s involvement and whether the new fifth member with have the right to use the ‘Posh’ title.

In 2002 Beckham attempted to block Peterborough United FC from registering their long-standing nickname, The Posh, as a trademark.

The E-commerce launch is to create it's own environment allegedly, "For us, this is the first step toward creating our own store environment," said Victoria Beckham CEO Zach Duane. "There are obviously already some fantastic digital stores in place, so the bar to entry is very high. But we feel that we've learned a lot from the market and that we are bringing our take on what we believe is ultimately all about customer experience."

VICTORIA BECKHAM, Leather and canvas shoulder bag, £1,650

With art direction from Jonny Lu and Isaac Lock, the website will feature branded content that users will be able to share using social media channels. A holding page has gone live on victoriabeckham.com today, asking shoppers to sign up for brand updates.

 "My new website has been in the making for a very long time," said Beckham "It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer. The site will be ever evolving, featuring never-seen-before insights into my world through the medium of film. I'm incredibly excited with what I have created and the unique access to the brand I am now able to offer."

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