Due to its place in the company's activities, distribution plays a leading economic and social role in achieving its economic and marketing goals. The manufacturer must be involved in transferring the product to the final consumer, organising the distribution system and negotiating with specialised distributors on the conditions in which the activity will take place - thus establishing effective sales formulas for all involved in the distribution chain. With the development of new technologies, there has been progress in distribution, so today e-distribution is increasingly represented. As not a typical good, this paper looked at luxury goods and their distribution. In economics, a luxury good is a good for which demand increases more than in proportion to income growth, so that expenditure on good becomes a larger share of total consumption. Despite significant previous research on luxury branding, there is no widely accepted definition of “luxury brand”. The purpose of this paper is to review the literature in order to: a) summarise the state of knowledge about luxury brand marketing; and b) to present new possibilities for e-distribution of luxury brands. Accordingly, a literature review was conducted with an emphasis on the e-distribution of luxury brands, outlining the key theoretical perspectives used in this area and summarising the key research findings. Furthermore, in this paper, a case analysis is performed, the aim of which is to investigate the influence of digital distribution channels in relation to physical distribution on sales success, for example, the luxury brand Versace.