Paisley paradise: Etro launch E-boutique As Etro venture in to e-commerce, we talk to Ippolito Etro about introducing his family business to the world. It's an interesting time for e-commerce as luxury brands figure out how to stay exclusive, personal and ultimately desirable while the whole world watches on. The latest such label is Etro, the Italian family owned and run business founded by Gimmo Etro in 1968 comprising women's and menswear, accessories, home and fragrance divisions. Etro are to Paisley print what Missoni are to colourful stripes - the two family-centric brands have much in common - yet you'll find a lot more UK consumers familiar with the latter. But all that could be about to change with the launch of the Etro E-boutique, etro.com. "It is the right moment for our company" Etro CEO Ippolito Etro, the son of Gimmo, told The Telegraph, "we felt that it was time to extend the business and open up a further valuable sales channel which allows us, through the power of the internet to reach both current and potential customers." And as the luxury fashion world has learned over the past few years, that world extends way beyond its European doorstep. As such, Etro.com speaks not just Italian and English, but Japanese, Chinese and Korean, with plans to further extend into the US, then Asia in 2014. Ippolito, who runs the company alongside his three siblings - Jacopo manages textiles, leather goods and the home collections, Kean is responsible the menswear collections, and Veronica is responsible for the women's collections - is mindful, however, that with mass-availability the personal touch remains. For our visitors, the website will offer a sense of escape and a unique experience of luxury shopping online. We are aware that in the world today 'luxury' often denotes 'time'. In our world there are no boundaries and time is of the essence. We offer a personal shopping experience. Our customers can receive personal suggestions about each product concerning style, latest trends and outfit suggestions for special occasions. Our customers will always be at the centre of everything we do. Ippolito Etro PHOTO: Etro