MILAN, Sept 21 (Reuters) - The owners of Italian high-end online fashion retailer Luisa Via Roma are exploring a sale of the company, two people familiar with the matter said on Monday.

Luisa Via Roma, owned by the Panconesi family, reported revenues of 166 million euros ($194.80 million) in 2019 and a loss at the EBITDA level of 16 million euros, according to the company's balance sheet.

The family is advised by investment bank Jefferies, the people added.

Jefferies and Luisa Via Roma declined to comment. The Panconesi family could not immediately be reached for a comment. ($1 = 0.8522 euros) (Reporting by Elisa Anzolin, Claudia Cristoferi; editing by Agnieszka Flak)