French couture house Chanel has taken a minority stake in London-based online retailer Farfetch, the companies said on Monday, as part of a tie-up to develop digital services such as chats to connect the label’s clients with store assistants.

Luxury goods companies worldwide are trying to expand their digital services to court younger or more tech-savvy clients.

Under the new deal, the label will not sell its wares through Farfetch but would work with the platform in coming years on digital innovations linked to customer services, said Bruno Pavlovsky, Chanel’s fashion president.