Fashion house Kenzo begins first Chinese partnership with Alibaba’s Tmall

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January 22, 2020: Kenzo, a luxury fashion house, launched a flagship store on Tmall Luxury Pavilion. This marks the brand’s first partnership in China with an e-commerce provider and also makes it the first LVMH-owned fashion label to open a standalone store on Alibaba Group’s dedicated platform.

Alibaba has launched Luxury Pavilion, the luxury goods website in August 2017 within Tmall.

The luxury group has introduced a growing range of its beauty, accessories and wine subsidiaries on Tmall, including Guerlain, Givenchy, Fresh, Benefit, Rimowa, Tag Heuer, Zenith and Moët Hennessy.

Kenzo’s flagship store offers some of the most popular items from its ready-to-wear, footwear, bags and accessories collections. To celebrate the store opening, the brand debuted its Kung fu-inspired Chinese New Year capsule collection on the Pavilion,

Launched in 2017, Tmall Luxury Pavilion now offers over 150 brands with products ranging from apparel and beauty items to watches and luxury cars. Brands include Chanel, Cartier, Bottega Veneta, Valentino, Alexander McQueen, Burberry, Tod’s, Stella McCartney, Marni, Moschino, Michael Kors, MCM, Breitling, and Maserati. In September, Richemont’s e-commerce platform, Net-a-Porter, also launched a flagship store on the Pavilion, offering the site’s shoppers a selection of items from designer and luxury brands such as Balmain, Jimmy Choo, Chloe? and Montblanc.

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