Natori Partners with Firework to Bring Video Commerce Capabilities to the Luxury Fashion Market – PR Newswire | Directory Mayhem

The global fashion brand joins a growing group of live shopping early adopters using Firework’s industry-leading video commerce solution to enable live streams and short, shoppable videos on the open web

SAN MATEO, California., October 12, 2022 /PRNewswire/ — Leading Video Commerce Solution, Fireworkstoday announced a new partnership with an international fashion brand, Natorito bring next-gen video commerce capabilities to the company’s flagship product, Natori kicked off the new partnership with its first-ever live stream shopping event October 6, 2022. The live stream was moderated by the Natori President Ken Natori and featured founder and CEO of Natori Josie Natori.

With the announcement, Natori joins a cohort of forward-thinking brands and retailers who are augmenting their owned and operated web properties with Firework’s cutting-edge video commerce technologies. In doing so, they’re positioning themselves to capitalize on the explosive US live commerce (aka livestream shopping) market, which is growing 20 billion dollars this year too $57 billion in 2025.

“We are very excited to introduce this new feature that will help expand our site from a premium shopping experience to a content destination,” said Natori President Ken Natori. “In addition to getting to know the owners, employees and partners behind our products, customers will love the ability to shop directly through our live stream. With Firework, we can offer our customers a whole new, state-of-the-art e-commerce experience, right on our own website.”

The announcement comes at a moment of great momentum for Firework. The leading video commerce solution has expanded its customer portfolio to include over 1,000 direct-to-consumer brands, retailers and media publishers worldwide – including Albertsons’ Companies, Omnicom Media Group, The Fresh Market and Walmart Connect. In addition to its live stream shopping capabilities, Firework also enables brands to implement short, shoppable videos in their own digital properties and track the performance of their video commerce initiatives with deep analytics. The Firework Creative Services division is also available to help brands master the language of video commerce with style guidance, on-camera training, video production, scripting and more.

“Livestream shopping and shoppable videos are the most exciting things to have happened in e-commerce in a long time,” he said Vincent Yang, co-founder and CEO of Firework. “With Firework, bold, forward-thinking brands like Natori are able to take back ownership of the customer experience. Brands like Natori are discovering they can increase engagement where consumers are actually prepared to transact – their own websites and digital domains. And as a result, not only are they increasing engagement, but they’re also seeing double-digit increases in conversion rates, average order values, and other revenue-leading KPIs.”

Best known for seductive designer lingerie and nightwear, Natori has evolved into a true East-meets-West lifestyle brand and now also offers collections in clothing, shoes, home textiles, carpets, legwear, fine jewelry, accessories , men’s loungewear and couture caftans, smocks, dog clothes, children’s clothes and more. In addition to luxury labels Josie Natori and Natori, the brand has also developed the sophisticated labels N Natori and Josie by Natori.

“While product is always important, customers want to go beyond the fashion they buy,” said Natori Founder and CEO Josie Natori. “Live streaming will improve our ability to tell stories and give customers a stronger bond with our brand.

After the live stream on October 6thNatori will use the Firework platform to continue hosting segments of the event as shoppable videos on its flagship website,

About fireworks

Firework is the world’s leading video commerce solution for brands and retailers. Leveraging shoppable video, live streaming commerce and powerful monetization capabilities, Firework empowers the world’s most dynamic and exciting retailers, consumer brands and publishers to create engaging video experiences on their owned and operated digital properties and across all channels on a global scale. Firework enables businesses to bring new levels of authenticity and connection to online video experiences, speak to digital natives in the language they fully understand, and take control of their own customer data. The company has increased $235 million on capital to date. To learn more, please visit

About Natori

Natori is an independent designer fashion brand whose collections are sold through reputable luxury retailers around the world including Saks Fifth Avenue, Neiman MarkusBergdorf Goodman, Nordstrom, Bloomingdales and via its flagship website at Natori prides itself on remaining independent and also owning its own manufacturing facility the philippines, Josie Natoris Hometown.

media contact
Anya Nelson
Scratch Marketing + Media for fireworks
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