GoldAvenue, Geneva, has acquired a strategic interest in Vivre Inc., a US direct luxury marketing company.
This alliance marks the addition of a direct marketing strategy to complement GoldAvenue’s consumer e-tailing operation, which was established as a joint venture between PAMP (Produits Artistiques de Métaux Précieux), a private gold refining and manufacturing company, and AngloGold, the world’s largest gold producer and leading marketer of gold. J.P. Morgan Chase acts as a passive investor holding a minority stake in the consumer side of the venture.
Established in 1995, Vivre links top global brands with affluent customers by providing a variety of direct marketing solutions.
Over the past six years, Vivre has grown into a multi-media operation with its own luxury catalogues with a circulation of around three million; an extensive and proprietary database of luxury buyers; relationships with over 120 global brand partners; an e-commerce site, www.vivre.com; as well as providing a comprehensive range of direct-to-consumer services to a number of global luxury brands.
GoldAvenue’s strategic investment in Vivre will enable the gold retailing operation to draw on Vivre’s strengths in three key areas: luxury retailing expertise, operational infrastructure, and an established, targeted customer base.
“We are confident that Vivre’s expertise on the operational aspects of direct marketing will enhance GoldAvenue’s consumer offering and contribute to its success,” Mehdi Barkhordar, CEO of GoldAvenue, said in a statement.
GoldAvenue will launch its consumer operations in the United States in the fourth quarter of 2001 through its web site: www.goldavenue.com and a catalogue. The product offer will range from designer jewelry to watches and accessories in 18- to 24-carat gold.