La Perla Reopens Online with Exclusive Salon Privé Access

La Perla has made its much-anticipated return to online retail, ending a three-year absence from e-commerce. The relaunch went live last week, on 8 October, marking a significant step for the storied Italian lingerie house.

The initial phase of the relaunch is reserved exclusively for members of La Perla’s Salon Privé loyalty programme. With over 100,000 members who joined in anticipation of the reopening, these customers are being granted first access as a gesture of gratitude for their continued connection with the brand. The exclusive window will last for two weeks before the site opens to the general public at the end of October.

A Bespoke Welcome

Beyond early access, Salon Privé members will be offered a new level of personalised service. A dedicated concierge will provide direct access to the atelier, allowing for a more intimate shopping experience. This concierge service is described as the first in a series of exclusive benefits designed to showcase La Perla’s exceptional craftsmanship and its rarest creations. It reflects the brand’s commitment to nurturing a close relationship with its most loyal clientele.

A Storied Heritage

La Perla was founded in Bologna in 1954 by Ada Masotti, a skilled corset maker who transformed her small workshop into a symbol of Italian elegance. For over seventy years, the brand has been synonymous with luxury lingerie, renowned for its innovative designs, meticulous attention to detail, and use of the finest materials. From its early days, La Perla distinguished itself by blending artisanal tradition with modern sophistication, dressing generations of women in refined, confidence-boosting pieces.

In September 2025, Luxury Holdings LLC acquired both the La Perla brand and its production site in Bologna, setting the stage for this new chapter. The reopening of the e-commerce platform is a key part of the brand’s revival strategy under its new ownership, aiming to reconnect with its global audience while preserving its artisanal roots.

The decision to reward existing members first underscores the importance La Perla places on loyalty and community. By offering a two-week head start, the brand ensures that its most dedicated supporters can experience the new online boutique before the worldwide launch. This approach also creates a sense of anticipation and exclusivity as the countdown to the public opening begins.

As the end of October approaches, La Perla fans around the world can look forward to browsing the full collection online. The relaunch not only restores a digital presence but also signals a renewed focus on delivering the unparalleled quality and service that have defined La Perla for decades. With its rich heritage and forward-looking vision, the brand is poised to continue its legacy as a leader in luxury lingerie.