Beijing (PingWest)—French luxury brand Chanel next month will open a flagship store for its fragrance and beauty lines on Tmall and the e-commerce platform’s dedicated site for premium and luxury goods, Tmall Luxury Pavilion.
Chanel mentioned in its press release that the new store “once again pushes the limits of luxurious and meaningful shopping experiences,” creating a space where “clients can enjoy shopping while discovering about the brand’s heritage, as well as new, innovative product ranges” – experiences previously reserved for its own online store. Chanel said that bringing those features to Tmall would allow the brand to provide a “unique and convenient shopping experience for clients.”
Launched in 2017, Tmall Luxury Pavilion now offers 114 brands, ranging from apparel and beauty items to watches and luxury cars, including Bottega Veneta, Valentino, Burberry, Tod’s, Versace, Stella McCartney, Moschino, Gentle Monster, Giuseppe Zanotti, MCM, Maserati, LVMH-owned Rimowa, Guerlain, Givenchy, Tag Heuer and Zenith. Tmall said it wants to double that number by the end of the fiscal year next March.
Chanel is among the latest brands to launch its beauty lines on Tmall, which also include prestige labels such as Tom Ford Beauty, Giorgio Armani Beauty, Givenchy, YSL Beauté and La Mer. Their arrival is part of Alibaba’s plan to bring another 1,000 beauty-focused virtual stores to Tmall platforms this year, with a focus on recruiting more international brands.