Retail in Asia


Bulgari opens its first flagship store on Tmall Luxury Pavilion

Italian luxury house Bulgari launched its first flagship store on Alibaba Group’s Tmall Luxury Pavilion this April, with an aim to provide customers with a new experience of luxury consumption in the digital era.

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The brand’s Tmall store presents a minimalist design reflecting the signature Bulgari style, bringing through craftsmanship and an immersive customer experience. The brand says it will draw on user behavior and feedback to add functions and improve user experience.

“The world of luxury has accelerated and evolved significantly in the past five years with the client more than ever at the heart of Bulgari business model. We have adapted to the new lifestyles of our clients at 360 degrees evolving from hard to experiential luxury also through digital e-commerce platforms that become an increasingly important touch point both in terms of communication and sales,” said Jean-Christophe Babin, CEO of Bulgari.

“Bulgari will continue stepping up digital transformation, improve the coordination between online and offline services and lead the new trends for luxury goods,” he added.

Janet Wang, vice president of B2C Retail Business Group of Alibaba Group and general manager of Tmall Luxury Pavilion, said: “Tmall Luxury Pavilion is once again breaking new ground in the industry by creating a new concept of flagship store. We are delighted to start this journey of discovery with Bulgari. The new concept is designed to meet consumer needs for a deeper, more immersive and pure experience of luxury brands. Meanwhile, Tmall Luxury Pavilion will help Bulgari to accelerate digital transformation by leveraging the digital capabilities of the Alibaba Ecosystem, working with the brand to develop sophisticated business solutions, from product launch, brand marketing, content interaction, service experience to consumer operation.”

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Tmall Luxury Pavilion was introduced in 2017. To date, more than 200 luxury brands from LVMH, Kering, Chanel, Hermes and Richemont have joined the e-commerce platform.