Tory Burch boosts China retail footprint with Tmall launch

American fashion brand Tory Burch has opened a flagship store on Alibaba Group’s Tmall Luxury Pavilion platform.

This is the company’s first third-party e-commerce venture in China. To mark the launch, Tory Burch has released a Chinese Valentine’s Day tool. Using the augmented reality-powered AR Buy+ function on Mobile Taobao, consumers can scan heart shapes and access a page that allows them to send personalised letters to their loved ones. Meanwhile, from 26th July to 9th August, it will operate a Chinese Valentine’s Day-themed pop-up installation in Harbin city.

The Tmall Luxury Pavilion move comes as Tory Burch expands its retail footprint across China. It now operates 34 stores in the country, with five new boutiques launched this year, including Guangzhou, Hangzhou, Nanning and Chengdu.