Rakuten Heightens Ecommerce Luxury Credentials by Partnering With Gwyneth Paltrow

In conversation with celebrated decorator Brigette Romanek


As ecommerce has become increasingly competitive in recent months, online retail platform Rakuten has partnered with actress and Goop founder Gwyneth Paltrow to promote its cash back offer, which rewards shoppers using its platform.

The latest campaign includes video content of Paltrow and celebrated decorator Brigette Romanek discussing topics from fashion to beauty to home in exclusive clips. It’s an extension of the company’s larger brand transformation to make it more consumer-centric in a battle against retail giants Walmart and Amazon as well as a push to feature more related to consumer habits.

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