A spin-off from the hugely successful Net-a-Porter website for women, MR PORTER will feature more than 80 big name fashion brands.
The new site is designed to capitalise on the growing demand amongst men for stylish clothes, as well as the popularity of online shopping.
Toby Bateman, the website's Buying Director, believes MR PORTER will fill a vacuum that currently exists within the men’s retail market.
“Most retail sites are for women, with a small tab for menswear as an afterthought,” he told Superyachts.com.
“MR PORTER will not only make shopping easy and enjoyable, but will ensure men feel comfortable browsing a shopping site through its masculine and intelligent mix of editorial, style advice and inspiration.”
Each season MR PORTER will recommend 30 ‘Essentials’ every man should own. The site’s first suggestions include a Burberry trench coat, James Perse lightweight t-shirts and John Lobb loafers.
Whilst men are increasingly interested in luxury clothes, Mr Bateman also acknowledged that differences remain between gender shopping habits.
“Men want to buy quickly and easily; they don’t necessarily view shopping as leisure time,” Mr Bateman added.
“They ask a lot more questions before spending money than women do, and they tend not to impulse buy. They need other reasons apart from clothes shopping to visit a website frequently; and when they find something they like they will often buy in multiples.
“I think MR PORTER addresses all those issues.”
Net-a-Porter launched in 2000 and has grown into a multi-million pound business. It was recently sold for £350 million to Swiss luxury goods company Richemont.