Brand to watch: Livoos

A new online luxury-lifestyle site that donates 50 per cent of its revenue to charity

Launched this month, Livoos is a luxury-shopping website whose pioneering business model involves donating 50 per cent of its revenues to charity at no greater cost to the consumer.

The jeweller Annoushka, the Scottish cashmere specialist Johnstons of Elgin and the watchmaker Bremont are among the brands to feature on the lifestyle site, founded by the Italian entrepreneur Flavio Amorelli with three of his childhood friends. Living up to its motto “Giving is the greatest luxury”, Livoos raises money for charities that Amorelli says often lack visibility; they include Alzheimer Scotland, Pancreatic Cancer Action and Combat Stress. Consumers also have the opportunity to nominate a charity or cause close to their heart.

Speaking at the website’s launch last month, Amorelli commented: “Giving is no longer something related to moral or ethical responsibility. Giving is the business value of the future. Livoos gives people the opportunity to make luxury purchases, feel good about doing so, and leave a legacy that is close to their heart.”

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