Screenshot of Chanel's Tmall official store

LONDON — Chanel is launching an official store on Tmall in September and the pre-sale will start from July 5, confirming a report in WWD earlier on Thursday.

The French brand will be selling fragrance, skin care and cosmetic products on Alibaba’s business-to-consumer platform.

This will be the first time the Parisian house working with a third-party e-commerce operator in China. Chanel runs its own online store for fragrance, skin care and cosmetic products in the region, and the only other way to buy Chanel products is at its off-line stores.

It makes sense for Chanel to work with Tmall as beauty is the biggest part of the Chanel business, and Asia is the main source of growth. The Wertheimer family-owned business reported a sizable $11.12 billion last year in sales, up 10.5 percent at comparable rates, driven by strong double-digit growth in the Asia-Pacific region, which overtook Europe to become the biggest market for the brand in 2018.

If managed properly, working with Tmall in China could help the brand overtake Louis Vuitton’s leading position in the luxury industry.