Mulberry launches store on Tmall Luxury Pavilion
Mulberry has opened a flagship store on Alibaba’s Tmall Luxury Pavilion as part of plans to grow its customer base in China.
The luxury brand has also launched a special-edition Year of the Pig capsule collection on the virtual store to celebrate Chinese New Year. The collection made its debut on the Pavilion three days ahead of other sales channels in China and includes new versions of the brand’s popular Amberley and Seaton bags.
The store also sells Mulberry’s trademark leather goods, footwear, luggage, accessories and jewellery.
Figures from Tmall reveal that the store attracted more than 100,000 visitors on its opening day and over 300,000 visitors during its first week.
To celebrate Chinese New Year, Mulberry teamed up with Chinese artist Li Rui to create a new scarf design inspired by the landscapes of ancient Chinese art.
Mulberry chief executive Thierry Andretta said: “Launching the Mulberry flagship on Tmall’s Luxury Pavilion is an important step in growing our Chinese customer base and further developing the brand in key international markets.”
Launched in 2017, the Tmall Luxury Pavilion features more than 80 brands including Valentino, Burberry, Versace, Ermenegildo Zegna, Stella McCartney, Tod’s, Moschino, Giuseppe Zanotti, MCM, La Mer, Maserati, Qeelin, Guerlain, Givenchy, Tag Heuer and Zenith. Products range from apparel and beauty items to watches and luxury cars.
