Net-a-Porter arrives on Alibaba's Tmall Luxury Pavilion

European online luxury fashion player Yoox Net-a-Porter and its parent Richemont have announced a strategic partnership with Chinese commercial behemoth Alibaba Group.

The joint venture (JV), dubbed Feng Mao, will involve Net-a-Porter being placed on the key position on Alibaba’s Tmall Luxury Pavilion online marketplace.

A grand launch campaign will begin in the second week of October, following China’s Golden Week, a national holiday which marks one of the busiest periods in China for tourism and shopping.

From the beginning, the new site within Alibaba’s online ecosystem will include a selection of more than 130 luxury, designer brands for women and men, including Brunello Cucinelli, Isabel Marant, Jimmy Choo and Tom Ford.

Richemont will also sell products on the platform from its high-end brands such as Cartier, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, and Roger Dubuis. The offer will be expanded in due course, and will include exclusive capsule collections.

As the European luxury group brings these new products to China, Alibaba will power the JV with its technology infrastructure, marketing and payment services. Visitors to the site will also be able to use Alipay – Alibaba’s mobile payment solution.

Jérôme Lambert, CEO of Richemont, said the move was “an important first step in the development of our long-term partnership with Alibaba”.

He added: “This partnership will set new standards for the future of luxury online. We look forward to sharing the success of the Net-a-Porter flagship store with more brand partners as the joint venture evolves.”

Jessica Liu, general manager of Tmall Fashion and Luxury, described Chinese consumers as “the engine of the global luxury market” and she welcomed Net-a-Porter’s arrival on Tmall as a way of helping hundreds of brands reach 670 million-plus shoppers in China.

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