Luxury retailer Burberry is joining forces with online retailer Farfetch to extend the brand’s global reach to over 150 countries.

The iconic British brand which has a large IT department and customer services centre in Leeds plus manufacturing sites in Keighley and Castleford, believes the deal will strengthen its online presence around the world.

The fashion firm has developed technology that has been integrated into the Farfetch eCommerce platform, giving access to the brand’s complete global inventory.

Burberry will work with Farfetch to ensure that its branding and message to the consumer is consistent.

Digital commerce senior vice president for Burberry, Daniel Heaf, said: “We are thrilled about our partnership with Farfetch.

“Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer.

“We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”

The technology created by Burberry to underpin its partnership with Farfetch will also be utilised to help it develop relationships with other eCommerce platforms in the future.