Berluti moves into Alibaba’s TMall Luxury Pavilion.


Determined to strengthen its online visibility with Chinese consumers, thehe fashion house announces its first steps on the luxury platform of the e-commerce giant.

Berluti takes on the Chinese online sphere.

By taking over the Alibaba Group’s Tmall Luxury Pavilion, Berluti intends to boost its sales at a time when online continues to seduce Asian consumers. “As a crucial step in the process of business expansion and brand digitization, we pin high hopes on this strategic cooperation with Tmall.“explains Laurent Barrere, Managing Director of Berluti for China and Asia-Pacific.

To attract Millennials – who represent more than 67% of buyers on this marketplace – and GenZ (17%), the LVMH group’s brand wants to bet on exclusivity and will notably offer preview access to new Playoff sneakers. .

Launched five years ago, the Luxury Pavilion has the particularity of having been co-designed with a dozen players in the luxury sector wishing to benefit from an e-commerce space in line with their codes and their brand aesthetics. The site now concentrates more than 200 premium brands from all segments, including Gucci and Cartier.


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