On September 23, it was revealed that Highsnobiety, which has built global influence around streetwear and sneakers, will shut down its e-commerce division by the end of the year. The news was reported exclusively by Business of Fashion (BoF). The company announced that it will instead focus its resources on editorial content and its creative and consulting services for brands.
Highsnobiety launched its e-commerce business in 2019, seeking to extend the editorial authority and cultural influence it had built into product sales. However, increasing competition and profitability challenges have become more apparent in recent years, ultimately leading to the decision to withdraw.
The company emphasized that “this decision is not the end, but the beginning of a new chapter,” underscoring its commitment to deepening cultural connections with its audience.
As part of the restructuring, around 50 employees out of a total workforce of approximately 275 will be laid off, mainly from departments related to retail operations such as finance and technology. Highsnobiety pledged to support its staff during the transition, stating that the reorganization aims to “create an environment more focused on shared goals.”
Looking ahead, Highsnobiety intends to strengthen its editorial business and collaborations with brands while placing greater emphasis on sustainability and social responsibility within the fashion industry. The company is expected to build new forms of community engagement through initiatives such as live events, virtual workshops, and support for small designers committed to sustainable practices.
Challenges in the Luxury E-Commerce Market
In recent years, e-commerce platforms specializing in luxury and designer fashion have faced mounting difficulties.
- Farfetch: In 2023, the struggling platform was acquired by South Korea’s Coupang, after which founder José Neves announced his resignation.
- Matches Fashion: The UK-based luxury e-commerce site filed for bankruptcy and permanently shut down its website in June 2024.
- Yoox Net-A-Porter: Long plagued by poor performance under Richemont, it was acquired in April 2025 by Munich-based luxury e-commerce player Mytheresa.
- Ssense: In August 2025, the Canada-based platform filed for creditor protection under the Companies’ Creditors Arrangement Act (CCAA) to avoid pressure to sell from its creditors.
In the case of Highsnobiety, however, its exit from e-commerce may not necessarily represent a step backward. Instead, it can be seen as a move to sharpen its identity as a media company. How the company strengthens brand storytelling and deepens its cultural relevance will likely determine its next stage of competitiveness.
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