Dunhill, the British luxury goods brand, has launched a digital flagship store in China in collaboration with Alibaba’s Tmall Luxury Pavilion.
The new digital store features Dunhill’s ready-to-wear, leather goods and footwear collection.
This step is a part of brand’s strategy to expand the footprint in China and accelerate digital transformation.
The announcement was in response to the forecasting that suggests that luxury brands in China will grow at an exponential rate as Chinese consumers account half of all global spending on high-end brands in 2020.
Therefore, in order to reach the consumers the retailer collaborated with Tmall Luxury Pavilion which is Alibaba’s dedicated platform for luxury and premium brands. Also, it has around 200 leading brands.
“As we celebrate the Luxury Pavilion’s third anniversary, we are even more delighted to be welcoming further high-end brands from markets with a long-standing tradition of creating beautiful and quality premium productions, for our shoppers to discover and enjoy,” said Christina Fontana, head of fashion and luxury for Tmall Luxury Division in Europe.