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In 2008, Jose Neves, a Portuguese entrepreneur, launched Farfetch to implement his vision for a unique online portal focused on the luxury fashion market, capable of connecting boutiques and consumers, trying to compete with market leaders on luxury e-Commerce. This idea was born from his interests in technology, fashion, design and retail. Farfetch grew focused on its business model and promoting the passion for fashion. In 2015, it achieved a USD1 billion dollar valuation, making it the first Portuguese unicorn. In 2018, Farfetch went public on the NYSE, with an extraordinary reception from the market. This case provides enough data to understand Farfetch's business model among innovative technology-based companies and to realize the importance of the distribution channel strategy. It also allows students to explore different distribution strategic options and discuss the consequences of changes in the distribution model. In particular, the case-study allows to analyse the trade-offs between a drop-shipping and a warehousing model.