SHANGHAI — Coach has entered China’s exploding e-commerce space on its own.

This story first appeared in the November 9, 2012 issue of WWD. Subscribe Today.

The American accessories company said Thursday it has launched an online store as part of its existing Chinese Web site. In December 2011, Coach launched a temporary store on, an online shopping platform owned by Alibaba Group, which also operates, China’s largest consumer-to-consumer e-commerce site. Coach shuttered its store on early this year.

Coach will manage the new e-commerce site with its own in-house team while order fulfillment will be outsourced to a local third-party partner, the company said. The e-commerce site will feature exclusive products that are available only online. For the launch, Coach is offering Chinese consumers bags signed by singer and actor Leehom Wang, who is the new ambassador of the brand’s men’s accessories.

“The launch of our official online store is a major milestone in Coach’s history, underlining our confidence and unswerving commitment to this growing market,” Jonathan Seliger, president and chief executive officer of Coach China, said, adding that the store allows the brand to “fully engage with our local customers, providing them with authentic Coach products, Coach’s signature service and exciting monthly product updates they enjoy at brick-and-mortar stores.”

Coach has roughly 100 stores in China and plans to open another 30 locations by the end of the year. For the first quarter ended Sept. 29, the brand reported a nearly 40 percent rise in sales on the Mainland.

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