The Alexander McQueen Fall 2017 Campaign

LONDON —’s Toplife is top-of-mind for Kering and its high-end stable.

Alexander McQueen is the latest Kering brand to join Toplife, the luxury channel aimed at rich Chinese shoppers that gives brands control over every aspect of their flagship’s appearance.

McQueen confirmed Thursday it is collaborating with Toplife, and has launched an online store that targets the high-end of the Chinese fashion market.

“We are proud to collaborate with with the launch of our store on their Toplife platform,” said Emmanuel Gintzburger, chief executive officer of Alexander McQueen.

“It is a strategic addition to our physical presence in China, part of our multichannel experience.’s advanced capabilities will allow us to engage with a larger local clientele, whilst respecting the creative expression of the house.”

Richard Liu, ceo of, said: “We are committed to bringing top-notch service and a vast array of options to our discerning luxury consumers. Alexander McQueen’s critically acclaimed collections are a perfect addition to the growing range of sophisticated offerings available on Toplife.”

Launched in October, Toplife uses advanced technology to provide slick warehousing facilities and rapid, secure delivery. It also offers personalized 24/7 customer care and a white-glove delivery service called JD Luxury Express to consumers in major cities including Beijing, Shanghai, Guangzhou and Shenzhen.

Earlier this month, Saint Laurent announced it was expanding its e-commerce reach in Mainland China by joining Toplife.

Toplife was launched in October as a direct competitor to larger rival Alibaba’s Luxury Pavilion, a section within its B2C Tmall site that was unveiled in August in a bid to cater to the country’s superwealthy online shoppers.

Toplife counts brands including La Perla, Emporio Armani and Rimowa on its roster, while Luxury Pavilion carries labels such as Burberry, Hugo Boss and Guerlain. is an e-commerce powerhouse in China, but it also has a big credit business and owns a vast logistics network that can reach 600 million people with one-day shipping.

The company’s largest shareholder is Tencent, the owner of social media giant WeChat, making for a powerful data brew that can be used to target customers very specifically.