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Mulberry launches on Tmall Luxury Pavilion


British luxury brand Mulberry  announces the launch of its brand flagship on Tmall’s Luxury Pavilion – Alibaba Group’s dedicated platform for premium brands.

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This launch is an important step in Mulberry’s strategy to develop the brand presence in China, providing access to a substantial local customer base through the world’s second largest online retailer.

Following the creation of new owned subsidiaries in China, Hong Kong, Taiwan, Japan and Korea during the last two years, Mulberry is now focusing on developing its omni-channel and digital distribution in the region.

Launched in 2017, the Tmall Luxury Pavilion creates a new type of e-commerce which looks to replicate the same feeling of brand exclusivity and personalised shopping experience that luxury consumers have become accustomed to having when shopping in physical stores.

The Mulberry Tmall flagship store features a wide selection of the brand’s iconic leather goods, luggage, soft accessories, footwear and jewellery.

The official launch week coincided with Lunar New Year and saw Mulberry offer an exclusive Year of the Pig capsule collection through the Tmall Luxury Pavilion. The range featured some of the brand’s most popular bag silhouettes rendered in Scarlet Croc Print leather and accessorised with a bespoke bag scarf designed by Chinese artist Li Rui.

“Launching the Mulberry flagship on Tmall’s Luxury Pavilion is an important step in growing our Chinese customer base and further developing the brand in key international markets.”- Thierry Andretta, Mulberry CEO.

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“We are really excited to have an iconic British brand like Mulberry joining the Luxury Pavilion stable,” said Jessica Liu, president of Tmall Fashion and Luxury. “Since its launch in 2017, Luxury Pavilion has been committed to provide consumers in China with the finest and curated selection of premium products from the best luxury brands in the world, designing at the same time a unique and immersive shopping experience for them. Our partnership with Mulberry represents an important enrichment of our offering and we look forward to working with them while they expand in China”.