Ex-Net-a-Porter Fashion Director Kay Barron Launches Livestream Shopping Agency Vvend

Kay Barron, the esteemed former fashion director of Net-a-Porter and best-selling author of *How to Wear Everything*, has launched a new venture named Vvend. Positioned as a video commerce creative agency, Vvend emerges at a time when livestream shopping is increasingly recognized as a pivotal component of the future retail landscape, a belief Barron clearly champions.

Vvend debuted this week, cementing a strategic partnership with Bambuser, a recognized global leader in video commerce technology. Bambuser currently powers over 200 retail brands worldwide with its innovative solutions. The inception of Vvend and this collaboration was directly inspired by Barron's highly successful tenure leading and hosting Net-a-Porter’s livestream series, which quickly became a commercial triumph for the platform, celebrated for enabling viewers to make real-time purchases of featured outfits.

With this foundation, Vvend aims to build upon that successful blueprint. The agency will offer consulting services designed to help brands significantly drive digital revenue, enhance customer engagement and loyalty, and foster growth, all through what they term "elevated and captivating ‘shoppertainment’." Vvend’s comprehensive service portfolio includes bespoke content strategies for fashion, beauty, and lifestyle sectors, expert creative direction, and practical live shopping workshops. Furthermore, the agency provides end-to-end production and optimisation for cross-platform content, encompassing everything from hosting and talent casting to training, content road-mapping, targeted launch planning, e-commerce video and imagery production, and paid media management.

Under the terms of the strategic alliance, Bambuser will actively refer brands seeking to initiate or enhance their video commerce endeavors directly to Vvend. Barron articulated the synergy behind the new business, stating that Vvend was "born out of a shared belief with Bambuser that video commerce isn’t just a trend, it’s a fundamental shift in how brands connect and build relationships with their communities, and how customers want more from their online shopping experiences."

Bambuser's CEO, Maryam Ghahremani, underscored the significance of Barron's hands-on expertise, noting, "Few people have as much first-hand knowledge of live shopping as Kay." Ghahremani expressed enthusiasm for the partnership, highlighting Bambuser's commitment to continuing to equip brands with the essential tools and confidence needed to activate shoppable video, which is increasingly vital for engaging today's digital audiences.

Bambuser itself boasts the largest customer base in its industry, serving over 250 brands globally. Its extensive international streaming services reach a vast international audience. Headquartered in Stockholm, Bambuser maintains additional offices in key global cities including New York, London, Paris, Tokyo, and Turku, Finland.