Net-a-Porter is expanding very fast. Ms Massenet says: 'Because we have no physical limit to the amount of designers we stock, we can offer a very wide range. But everything we offer has to be trend-setting fashion.' We e-mail information about new products to customers regularly, according to their favourite designers. You couldn't do that in an offline store,' she points out. 'That's the beauty of this business. And customers spend a lot of money in that kind of environment. Seven or eight years ago nobody believed that.'