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Tiffany & Co. launches store on Alibaba’s Tmall Luxury Pavilion

Tiffany & Co. has unveiled its flagship store on Alibaba’s Tmall Luxury Pavilion, as the New York luxury jeweller homes in on China’s digitally-native shoppers.

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Tmall Luxury Pavilion is Tmall’s dedicated section for high-end brands and is designed as a launchpad to reach Chinese luxury consumers online through novel shopping experiences.

To mark the launch, Tiffany’s Luxury Pavilion store hosted the online debut of a limited-edition rose gold pendant shaped like a key and decorated with pink sapphires.

In addition to new products, it has also offered exclusive perks to Tmall Luxury Pavilion users.

“Tmall Luxury Pavilion’s leading operational capabilities will help Tiffany deepen its connections with target consumers, build long-term value, and achieve greater success,” said Tmall Luxury Pavilion head, Janet Wang, in a statement.

The outside of Tiffany & Co.’s Tmall Luxury Pavilion flagship store. Source: Alibaba Group

In addition to Tmall Luxury Pavilion, Tiffany’s boasts an extensive network of 41 brick-and-mortar boutiques throughout China.

“This strategic expansion reinforces our longstanding commitment to our clientele in China and brings the house’s iconic collections to a broader audience, inviting them to experience the exceptional artistry and heritage of Tiffany & Co,” said Anthony Ledru, president and chief Executive Officer, Tiffany & Co.

Tiffany & Co. is the second LVMH-owned brand to launch on the platform this month, as international brands vy for a slice of China’s RMB 617 billion (USD 87 billion) luxury market.

On January 16, LVMH-owned jewellery brand Chaumet also joined Tmall Luxury Pavilion, after the opening of Courrèges and diamond specialist Messika.

In its most recent trading update earlier this month, LVMH said its watches and jewelry business group recorded organic revenue growth of 7 percent in 2023, with special mention going to Tiffany, Bulgari and TAG Heuer.