In a competitive landscape of e-commerce sites, one has become the first word for a younger generation of online shoppers.

MONTREAL — In June, when Rami Atallah, the chief executive of Ssense, learned that the online retailer he founded had received an investment that valued the company at $4.1 billion, he kept his cool. There were no uncorked bottles or public victory laps. His daily grind of consecutive Zoom meetings continued, unperturbed.

Never mind that this meant the company he started out of his parents’ Montreal basement in 2003, with the help of his two brothers, would now be one of the most valuable luxury e-commerce operations in the world.

“It didn’t

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