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Saint Laurent joins Chinese online giant JD.com

Lauretta Roberts
08 January 2018

Saint Laurent has joined Chinese giant JD.com's recently launched Toplife channel in a bid to expand its reach in mainland China.

The Toplife channel is aimed at wealthy Chinese shoppers and in joining Saint Laurent will benefit from a number of its state of the art features and services including same-day delivery, round-the-clock customer service, a large range of local payment methods and a warehouse specifically equipped to store luxury items.

Toplife also enables brands to control their own presence with the option of featuring its own content and videos alongside their collections.

“Thanks to the sophisticated logistics network and the personalized platform provided by our partnership with Toplife, Saint Laurent will be able to implement its omnichannel development in China, securing a top-level luxury journey to our clients,” said Francesca Bellettini, president and chief executive officer of Saint Laurent.

In August 2017 Saint Laurent signed an omnichannel deal with Farfetch in China, following JD.com's major investment into the Farfetch platform. That deal, which went live in October, meant Saint Laurent was the first luxury brand to offer 90-minute delivery in China, via Farfetch, to customers in Shanghai and Beijing, as well as Hong Kong.

Toplife was launched last autumn as a challenger to its larger rival Alibaba's Luxury Pavilion, which Kering stablemate Stella McCartney joined just before Christmas. The brand made use of the Luxury Pavilion's Tmall service, which enables brands to build a custom experience, to launch a flash sale which runs until 15 January. It was a significant move for Alibaba and Kering as the luxury brand house had previously boycotted Alibaba due to the alleged sale of counterfeit goods on its main site.

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