Net-a-Porter launched in 2000 from a Chelsea flat, where the first trademark black delivery boxes were stored in a bathtub. By bridging the gap between editorial magazine content and e-commerce, the platform fundamentally altered the digital retail landscape, transitioning high fashion from physical boutiques to the global online marketplace.
Early Career and Influences
Born in Los Angeles in 1965, Natalie Sara Rooney grew up between California and Paris. After graduating from the University of California, Los Angeles, she pursued roles in fashion modeling, styling, and journalism. She gained industry experience working in Tokyo, at Universal Studios, and for publications including Moda, Women's Wear Daily, and Tatler, where she assisted Isabella Blow.
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The conceptual model for Net-a-Porter centered on a user's ability to purchase designer outfits directly from images in a magazine layout. Securing £1.2 million in start-up capital with the assistance of her then-husband, Arnaud Massenet, she overcame initial resistance from designers who doubted the viability of online luxury sales. Roland Mouret became the first designer to join the site in 2001. The company expanded to include The Outnet in 2009 and Mr Porter in 2011, eventually employing 2,600 people before its sale to Richemont in 2010.
Leadership and Investment
Beyond her primary retail venture, she served as chairman of the British Fashion Council from 2013 to 2017, focusing on the international promotion of London Fashion Week. In 2017, she transitioned to the role of non-executive co-chairman at Farfetch. A year later, she co-founded the venture capital firm Imaginary Ventures alongside Nick Brown, targeting early-stage retail and technology startups such as Glossier and Good American.
Fast facts
- Born: 13 May 1965, Los Angeles
- Education: University of California, Los Angeles
- Net-a-Porter founded: 2000, London
- British Fashion Council Chairman: 2013-2018
- Imaginary Ventures co-founded: 2018
- Appointed DBE: 2016
Questions readers ask
What was the initial business model for Net-a-Porter?
The site functioned as an online magazine where customers could click on images of outfits featured in editorial content to purchase the items.
Which venture capital firm did Natalie Massenet co-found?
She co-founded Imaginary Ventures in 2018 with Nick Brown to invest in retail and technology companies.
Achievements
- Officer of the Order of the British Empire
- Dame Commander of the Order of the British Empire
- Educated at University of California, Los Angeles
