Alibaba launches Luxury Pavilion e-commerce

Chinese e-commerce giant Alibaba Group today launched the Luxury Pavilion, a brand new section within its business-to-consumer site Tmall for premium and luxury brands. The initiative is part of a broader bid, according to Alibaba’s news site Alizia, to push forward its New Retail initiative in the luxury arena to reach out to the country’s super wealthy online shoppers.

The new platform currently features a wide range of products from apparel, watches, beauty and cosmetics, and luxury auto from brands such as Burberry, Hugo Boss, Maserati, and the LVMH-owned brands Guerlain and Zenith. Notably, these labels have already had flagship stores on Tmall.

The timing of the launch of Luxury Pavilion is interesting considering that the country’s second-largest e-commerce company,, recently announced it was speeding up its foray in the luxury industry with a partnership with Farfetch. In June, invested $397 million in the leading British luxury e-commerce platform, and the new partnership welcomed its first comer, Saint Laurent, the high-profile French luxury label owned by the Kering Group

Alibaba – Luxury Pavilion