Premium retailer Net-a-Porter has launched a new shopping platform on Tmall’s Luxury Pavilion.
The site will offer a curated selection of more than 130 luxury designer brands for women and men, which is expected to expand over the next few months.
Brands available include Montblanc, Chloe, Jimmy Choo, Isabel Marant and Balmain.
Jérôme Lambert, the CEO of Net-a-Porter’s parent company Richemont, said the new site was an “important first step in the development of our long-term partnership with Alibaba”.
He continued: “Together, we seek to address the sophisticated needs of the Chinese luxury clientele and capture this unique growth opportunity.”
Meanwhile, Tmall’s President Jiang Fan said the partnership will bring “Chinese consumers unprecedented access to the world’s leading luxury brands.
“We will deliver an elevated, seamless and rich luxury experience for Chinese consumers.
“We are confident this flagship store opening is just the beginning of a long-term partnership that will benefit China’s luxury consumers and the world’s luxury brands who want to reach them.”
Last month, J-beauty brands RMK and Suqqu launched their own sites China via Tmall’s website and Alibaba entered a partnership with Perfect Corp allowing customers to virtually try-on products stocked on Tmall, using its YouCam Makeup app.
The new Net-a-Porter site is expected to go live after China’s Golden Week, which ends on 7 October.