Burberry has unveiled a collaboration with the Alibaba Group to open a Burberry store on Tmall. The new tie-up is a first for any luxury brand on the platform. The collaboration with China’s largest online retail platform will further connect Chinese consumers to the Burberry brand.
The official Burberry Tmall.com store will offer a tailored assortment of products from all of the brand’s product categories. The store will be accessible in China across all mobile, tablet and desktop devices. The custom-built, dedicated space mirrors the brand’s own online flagship store, Burberry.com, and is consistent with Burberry’s luxury positioning. To mark the launch, a limited edition of the Burberry Petal bag is available exclusively in the store.
Burberry signing on with Tmall is part of the brand’s expansion in China and comes as the company unveils a Shanghai flagship today. Tmall is the largest online retailer in China and industry observers, who requested anonymity, called the Burberry move a “bold” one.