Alexander McQueen China has partnered with JD.com to launch a store on the e-commerce giant’s luxury platform Toplife.
It will offer the full Alexander McQueen fashion ranges as well as accessories.
While the UK luxury fashion brand already has 15 on-ground stores throughout China and Hong Kong, it aims to bolster its online reach through JD.com’s logistical infrastructure as well as its understanding of the Chinese luxury e-commerce.
“This is a strategic addition to our physical presence in China, part of our multi-channel experience,” says Alexander McQueen CEO Emmanuel Gintzburger. “JD.com’s advanced capabilities will allow us to engage with a larger local clientele while respecting the creative expression of the house.”
Launched in October, Toplife aims to fill a gap in the Chinese e-commerce market by offering only full-priced items from premium global brands. It offers international luxury brands access to its allround system, which seamlessly incorporates an online store, premium customer service, delivery services and marketing and branding expertise.
The move follows the launch of Saint Laurent’s stand-alone store on Toplife earlier this month.