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Notable Brand Partnerships and Activations

Keep up with the latest brand happenings and partnerships in beauty, fashion and luxury.

Sephora Launches New Store on Tmall Global

May 2020: LVMH-owned global cosmetic chain Sephora launched a new store on Alibaba’s cross-border e-commerce platform Tmall Global. The launch campaign has an offline component that allowed shoppers in Shanghai to physically browse, experience and purchase featured products in store. The 80-square-meter display area featured interactive technologies, including a “magic mirror” for augmented-reality makeup trials and “cloud shelves” for consumers to explore products virtually.

Arket

H&M’s Arket Announces Tmall Partnership

May 2020: Nordic fashion and lifestyle brand Arket announced that it would open a digital flagship store on Alibaba’s B2C e-commerce platform Tmall.

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Revlon

Revlon Relaunches Business in China

Apr. 2020: Makeup brand Revlon announces plans to roll out its full assortment of products on Tmall in May 2020 and names K-pop star Jessica Jung as global brand ambassador.

Watches and Wonders

Richemont, Tmall Luxury Pavilion Bring ‘Watches & Wonders’ to Chinese Consumers

Apr. 2020: Tmall Luxury Pavilion, Alibaba’s dedicated platform for premium brands, and the Richemont-owned online luxury retailer Net-a-Porter brought Geneva’s “Watches & Wonders” trade fair to Chinese shoppers via Net-a-Porter’s Pavilion store.

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HOW INNOVATION AND FLEXIBILITY HELPED ALLBIRDS DURING COVID-19

Apr. 2020: Erick Haskell, the president of international at Allbirds, on how the business is adjusting to the changes brought on by Covid-19 and what he thinks would become the new normal on the other side of the lockdown.

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Michael Kors Tmall Super Brand Day

CHINESE CONSUMERS CAN NOW CUSTOMIZE THEIR MICHAEL KORS BAGS

Apr. 2020: American fashion brand Michael Kors announced a new customization service for consumers who want to add a personal touch to its signature handbags.

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Frame Los Angeles

Frame Makes China Debut with Tmall

Apr. 2020: Frame, the Los Angeles fashion house known for its supermodel-approved denim, launched its Tmall flagship store on April 21. The opening marks the brand’s first partnership with an e-commerce platform in China.

DVF livestream at Shanghai Fashion Week

DVF’S APAC BUSINESS HEAD ON SHANGHAI FASHION WEEK

Apr. 2020: Gabby Hirata, DVF’s head of business development for Asia-Pacific, discusses the label’s experience in preparing for the first fully digital Shanghai Fashion Week and bringing designs from the catwalk onto the “cloud.”

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Shanghai Fashion Week

WHAT SHANGHAI’S FIRST DIGITAL FASHION WEEK MEANT FOR BRANDS AND DESIGNERS

Apr. 2020: More than 150 designers and brands livestreamed their collections via Tmall for Shanghai Fashion Week, the world’s first fashion-week event at this scale to go fully digital.

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Huda Beauty

Huda Beauty Catches the Eyes of Chinese Consumers

Mar. 2020: Beauty mogul Huda Kattan made some of the most popular products from her namesake beauty brand available on Tmall Global, China’s biggest cross-border e-commerce platform.

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A Bathing Ape x Coach

A Bathing Ape Launches Flagship Store on Tmall

Mar. 2020: Popular streetwear brand A Bathing Ape – also known as Bape – celebrated the launch of its first Tmall flagship destination with a limited-edition crossover collection with leatherware label Coach.

Undefeated

Undefeated Brings Sneakers to Tmall

Mar. 2020: Trendsetting sneaker boutique and apparel brand Undefeated joined Tmall, marking the occasion with the release of its co-branded Nike Air Max 90 sneakers in a range of exclusive colors.

Prada

Prada and Miu Miu Join Tmall

Mar. 2020: Luxury fashion labels Prada and Miu Miu made their debuts on Tmall and Tmall Luxury Pavilion, Alibaba’s dedicated e-commerce channel for premium brands.

Kenzo kung fu rat collection 2020

LVMH’S KENZO JOINS TMALL LUXURY PAVILION

Jan. 2020: Luxury fashion house Kenzo launched a flagship store on Tmall Luxury Pavilion. This marks the brand’s first partnership in China with an e-commerce provider.

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Cartier

CARTIER LAUNCHES NEW STORE ON TMALL LUXURY PAVILION

Jan. 2020: French luxury goods house Cartier has opened a flagship store on Tmall Luxury Pavilion, making it the first Richemont-owned business to launch a standalone boutique on Alibaba Group’s dedicated channel for luxury and premium brands.

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McDonald's Alexander Wang basket

MCDONALD’S, ALEXANDER WANG MERGE FOOD AND FASHION

Dec. 2019: McDonald’s teamed up with fashion designer Alexander Wang to launch the ultimate lunch bag for its Tmall Super Brand Day sales event: a limited-edition black, rattan picnic basket.

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Amorepacific

AMOREPACIFIC TAILORING TO CHINESE CONSUMERS IN TMIC TIE-UP

Dec. 2019: Korean beauty powerhouse Amorepacific Group, which owns the brands Laneige, Innisfree and Sulwhasoo, signed a partnership with Alibaba Group’s product-development unit, Tmall Innovation Center, to tailor its products and marketing strategies specifically to Chinese consumers.

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louboutin

CHRISTIAN LOUBOUTIN BEAUTY PREMIERES IN CHINA

Dec. 2019: Christian Louboutin Beauty exclusively launched a flagship store on Tmall – marking the Parisian beauty house’s first official sales channel in China.

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L’ORÉAL PARIS: PREPARING FOR 11.11, INNOVATING FOR CHINA

Nov. 2019: Eileen Zong, brand general manager of L’Oréal Paris in China, explained the beauty brand’s preparations for 11.11 and how it is using Alibaba’s ecosystem to create new products, gain traction among male shoppers and expand their business into China’s lower-tier areas.

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HOW DOES KKW KEEP UP WITH CHINESE CONSUMERS?

Nov. 2019: Kim Kardashian West used Alibaba’s livestreaming tool to mark the arrival of her namesake perfume to Tmall Global.

SMOOTH SKIN FOR CHINA – IN A FLASH

Oct. 2019: U.K.-based CyDen has turned to Tmall and Tmall Global to bring its intense-pulsed-light hair-removal devices to Chinese consumers.

richemont

NET-A-PORTER OPENS FLAGSHIP ON TMALL LUXURY PAVILION

Sep. 2019: Swiss luxury group Richemont’s e-commerce platform Net-a-Porter announced the opening of a flagship store on the Tmall Luxury Pavilion.

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coach

Coach Targets China Luxury Market Through Tmall

Sep. 2019: Following the launch of its footwear label Stuart Weitzman last October, New York-based luxury and lifestyle group Tapestry Inc. said that Coach will officially open a flagship store on Tmall Luxury Pavilion in December, followed by Kate Spade in early 2020.

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rihanna

FENTY BEAUTY CHOOSES TMALL GLOBAL FOR CHINA DEBUT

Sep. 2019: Fenty Beauty, the make-up label founded by singer Rihanna, has launched a flagship store on Tmall Global to mark its entry into the world’s second-biggest beauty market.

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Celwarm

TMALL TIE-UP TO DEVELOP HEATING FABRIC WITHOUT THE HEFT

Sep. 2019: Tmall and Mitsubishi Chemical Corp., one of Japan’s top textile makers, have developed a thin, heat-generating fabric to help consumers stay warm in the winter without bulk.

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chanel

Chanel Brings Beauty & Fragrance Lines to Tmall

Aug. 2019: French luxury house Chanel will open a flagship store for its fragrance and beauty lines on Tmall and the e-commerce platform’s dedicated site for premium and luxury goods, Tmall Luxury Pavilion.

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everlane

EVERLANE’S ‘RADICAL TRANSPARENCY’ COMES TO TMALL GLOBAL

Aug. 2019: Looking to bring its wardrobe basics to more consumers in China, U.S. fashion brand Everlane opened a store on Tmall Global. It is the San Francisco-based label’s first sales channel in China, apart from its own site.

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TMALL CHINA COOL AT THE WORLD’S FASHION CAPITALS

Jul. 2020 – Sep. 2020: Alibaba Group’s B2C e-commerce platform Tmall brought emerging Chinese designers to the Fashion Week events in New York, Milan and Paris as part of its “China Cool” project.

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Tory Burch

TORY BURCH OPENS FLAGSHIP ON TMALL LUXURY PAVILION

Jul. 2019: American fashion brand Tory Burch opened a flagship store on Tmall Luxury Pavilion.

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michael kors

TMALL LUXURY PAVILION WELCOMES MICHAEL KORS

Jul. 2019: American fashion brand Michael Kors announced the launch of a digital flagship store on Tmall and the Tmall Luxury Pavilion.

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omega

OMEGA LAUNCHES POP-UP ON TMALL LUXURY PAVILION

Jun. 2019: Swiss watchmaker Omega reached out to Chinese customers via e-commerce for the first time by launching a virtual pop-up store on Tmall Luxury Pavilion.

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VANS OWNER VF CORP. TAPS TMALL TO BOLSTER CHINA OFFERING

Jun. 2019: VF Corp., parent company of well-known apparel and shoe brands such as Vans, The North Face and Timberland, steps up its collaboration with B2C e-commerce marketplace Tmall to improve its ability to reach and sell to Chinese consumer.

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H&M

& OTHER STORIES MAKES CHINA DEBUT ON TMALL

Jun. 2019: H&M Group’s womenswear brand & Other Stories revealed plans to launch a Tmall flagship store in the fall, making the Alibaba Group-owned B2C online marketplace the label’s first official sales channel in China.

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AHAVA OFFERS ISRAEL ‘EXPERIENCE’ TO ITS TOP TMALL SHOPPERS

May 2019: Israeli beauty brand Ahava sold millions of its premium beauty products during the first hour of a livestreamed sales event on Tmall – broadcast from the Dead Sea.

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luxury

Isabel Marant Joins Tmall Luxury Pavilion

May 2019: French fashion brand Isabel Marant has launched a flagship store on Tmall Luxury Pavilion, Alibaba Group’s dedicated platform for luxury and premium brands. The Pavilion is the only third-party shopping site in China to carry the Paris-based label.

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Luxury

Zegna Latest Maison to Join Tmall Luxury Pavilion

Apr. 2019: Ermenegildo Zegna, a global leader in luxury menswear, launches a flagship store on Tmall Luxury Pavilion.

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gentle monster

Gentle Monster Latest to Join Tmall Luxury Pavilion

Apr. 2019: Korean eyewear label Gentle Monster launched a flagship store on Alibaba Group’s Tmall, as well as a storefront on the company’s dedicated site for luxury and premium brands, Tmall Luxury Pavilion.

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Alexander McQueen on Tmall Luxury Pavilion

Alexander McQueen Joins Tmall Luxury Pavilion

Apr. 2019: British fashion house Alexander McQueen — known for its unique tailoring and audacious designs — soft-launched a virtual store on Tmall Luxury Pavilion.

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SHISEIDO DESIGNATES A TMALL TEAM TO DRIVE CHINA SALES

Apr. 2019: Japanese cosmetics giant Shiseido became the world’s first multinational cosmetic company to open a dedicated office in Hangzhou to work with Alibaba Group and co-create products specifically tailored for Chinese consumers.

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KIEHL’S TAPS TMALL’S ‘HEY BOX’ FOR GLOBAL DEBUT

Apr. 2019: Skincare brand Kiehl’s debuts its newest offering via Hey Box, Tmall’s product-debut marketing tool, at its NYC headquarters.

Mulberry Luxury Pavilion launch Tmall banner

Mulberry Opens New Store on Tmall Luxury Pavilion

Mar. 2019: Mulberry launched a flagship store on Tmall Luxury Pavilion and debuted a special-edition Year of the Pig capsule collection in celebration of Chinese New Year.

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Chinese consumer applying make-up

TMALL BRINGS BEAUTY BRANDS TO CHINA AS DEMAND BOOMS

Mar. 2019: As China’s appetite for beauty products grows, Tmall is expanding its related offerings by adding another 1,000 beauty-focused virtual stores to the platform this year.

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adidas

ADIDAS ULTRABOOST 19 MAKES GLOBAL DEBUT ON TMALL

Feb. 2019: Sportswear giant Adidas became the latest international brand to leverage Alibaba Group-owned Tmall, China’s leading B2C marketplace, for the global launch of its newest product.

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Bottega Veneta

Tmall Luxury Pavilion Gets ‘Maison’ Upgrade, Bottega Veneta Latest to Join

Dec. 2018: Tmall Luxury Pavilion unveiled a redesigned app which features a new “Maison” store format that enhances the brand experience for luxury shoppers. Italian luxury fashion house Bottega Veneta was among one of the first brands to opt in to the new concept.

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Valentino

Valentino Latest to Join Tmall Luxury Pavilion

Nov. 2018: Valentino, whose name is synonymous with high fashion across the globe, has opened a flagship store on Tmall Luxury Pavilion. The launch coincided with Valentino’s 2019 Pre-Fall Runway show in Tokyo, which was livestreamed on the Pavilion.

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Theory

THEORY EXPANDS FOOTPRINT IN CHINA WITH TMALL DEBUT

Oct. 2018: New York-based clothing label, Theory, known for its minimalist, precisely tailored wardrobe essentials, has opened its first online store in China on Alibaba’s Tmall e-commerce platform and its dedicated site for high-end shoppers, Tmall Luxury Pavilion.

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YNAP

Swiss Luxury Group Richemont Partners With Alibaba

Oct. 2018: YOOX NET-A-PORTER (YNAP), owned by Swiss luxury group Richemont, announced that it will form a joint venture with Alibaba Group to bring the online luxury retailer’s offerings to Chinese consumers.

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COS

COS LAUNCHES ON TMALL

Sep. 2018: H&M Group’s COS announced that it would open a flagship store on Tmall in October. The offerings on Tmall will include a wide selection of COS’s womenswear, menswear and childrenswear lines. COS apparel joins H&M and Monki, sister labels already on Tmall.

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DAVID BECKHAM’S HOUSE 99 OPENS SHOP ON TMALL

Sep. 2018: House 99, the premium male-grooming brand launched by football great David Beckham, opened for business on Tmall.

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JO MALONE SCENTS CHINA OPPORTUNITY WITH TMALL

Sep. 2018: British perfume maker Jo Malone London, known for introducing the concept of combining scents to create bespoke fragrances, has brought its highly customized experience to Chinese consumers through a new store on Tmall.

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Moncler

Moncler Genius Series Makes China Debut on Tmall Luxury Pavilion

Sep. 2018: Italy’s Moncler, best known for its puffer jackets, hosted an exclusive debut of its Moncler Genius collections in China through an online pop-up shop on the Tmall Luxury Pavilion.

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Abercrombie

A&F REFLECTS ON ‘VERY SUCCESSFUL’ YEAR WITH TMALL

Aug. 2018: Stacia Andersen, brand president of Abercrombie & Fitch and abercrombie kids, on the company’s one-year anniversary on Tmall.

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Debut

SPAIN’S UTERQÜE JOINS SISTER BRAND ZARA ON TMALL

Aug. 2018: Uterqüe, sister label to Zara, launched a flagship store on Tmall to establish its presence in China’s premium fashion market. The Spanish ready-to-wear brand has long been a fashion-editor favorite, thanks to its sleek, trendy designs and smart tailoring.

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Tiffany

NEW TIFFANY COLLECTION’S CHINA DEBUT ON LUXURY PAVILION

Aug. 2018: Iconic jewelry house Tiffany & Co. released its latest Tiffany Paper Flowers collection in China exclusively on the Luxury Pavilion, Tmall’s invite-only platform for luxury brands.

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ITALIAN BEAUTY BRANDS JOIN TMALL, PITCH PEERS ON CHINA

Jul. 2018: Deborah Group, Kiko, Diego dalla Palma Group’s namesake label and its RVB Lab brand joined Tmall Global, the dedicated cross-border e-commerce channel owned by Alibaba Group.

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Moschino

MOSCHINO EXPANDS IN CHINA WITH NEW STORE ON LUXURY PAVILION

Jun. 2018: To expand its reach among China’s young high-end consumers, Italian fashion house Moschino launched a flagship store on Tmall’s Luxury Pavilion. As part of the launch, Moschino Creative Director, Jeremy Scott, known for his whimsical, tongue-in-cheek designs, crafted a special collection just for Tmall users.

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Canada Goose

Canada Goose Announces Strategy for Long-Term Growth in Greater China

May 2018: Canada Goose announced its expansion plans for Greater China, which include a partnership with Alibaba Group’s Tmall, China’s largest consumer platform for brands and retailers.

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TMALL, INTERSPORT OPEN NEW RETAIL MEGASTORE IN BEIJING

May 2018: Sporting goods retailer Intersport and Alibaba’s Tmall unveiled a co-branded store in Beijing complete with interactive features that offer consumers in China a more engaging and informative shopping experience.

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VALENTINO MERGES ONLINE AND OFFLINE IN TMALL VIRTUAL SHOP

Apr. 2018: Maison Valentino partnered with Tmall’s Luxury Pavilion to launch a 3D virtual shop that mirrors a pop-up store the Italian high-fashion brand has launched in Beijing.

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YSL

YSL BEAUTÉ SHATTERS SALES RECORD IN TMALL DEBUT

Apr. 2018: Yves Saint Laurent Beauté has set a new record for the most sales by a beauty brand in its first day of operations on Tmall. The L’Oreal-owned luxury beauty brand generated over RMB30 million ($4.77 million) in sales in 14 hours alone on the day it opened its Tmall flagship store.

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WELDEN MAKES DEBUT IN CHINA, WITH HELP FROM TAOBAO BUYERS

Apr. 2018: Connecticut-based handbag company Welden made its first foray into China with a two-day live-streaming event on Alibaba’s C2C marketplace, Taobao, which generated nearly $300,000 in gross merchandise volume.

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Miranda Kerr

MIRANDA KERR’S KORA ORGANICS LAUNCHES IN CHINA ON TMALL GLOBAL

Mar. 2018: Australian-born supermodel Miranda Kerr took her skincare brand KORA Organics into the lucrative Chinese market with Tmall Global, Alibaba Group’s cross-border e-commerce platform. The model and entrepreneur launched her flagship store during a 45-minute live-stream, broadcasting to more than 223,000 Chinese consumers from her home in California.

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armani

LUXURY COSMETIC BRAND GIORGIO ARMANI BEAUTY TO JOIN TMALL

Dec. 2017: Giorgio Armani Beauty announced that it would launch a flagship store on Alibaba-owned B2C shopping platform Tmall in January 2018 as part of the brand’s latest campaign to capture China’s fast growing appetite for high-end beauty products.

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H&M and Tmall Cat

H&M AIMS TO LAUNCH TMALL STORE IN EARLY 2018

Dec. 2017: Swedish fashion group H&M said it will open an official flagship store for its namesake brand on Tmall, Alibaba’s B2C shopping site, early next year, making it the company’s only online sales channel in China aside from its official website.

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Tod’s

Italian Fashion Brand Tod’s Joins Tmall’s Luxury Pavilion

Dec. 2017: Italian fashion brand Tod’s has joined Tmall’s Luxury Pavilion, adding to the growing number of international fashion names that are using the exclusive online marketplace to reach China’s high-end shoppers.

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LULULEMON SAYS LINE BETWEEN ONLINE, OFFLINE CONSUMERS GONE

Sep. 2017: Global active-lifestyle brand lululemon on why there’s no such thing as an online consumer or an offline consumer anymore.

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Oris

Oris Opens Tmall Store; ‘Pavilion Day’ Launched for Luxury Brands

Sep. 2017: Swiss luxury watchmaker Oris, best known for its diving, aviation and motorsport collections, announced the launch of its first flagship store on Alibaba Group’s shopping site Tmall, the largest B2C marketplace in China.

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Loewe

LIMITED-EDITION LOEWE BAG TO SELL ON NEW TMALL LUXURY PAVILION

Aug. 2017: Spanish fashion brand Loewe has announced it will hold a flash sale of its iconic Barcelona handbag on Tmall, Alibaba Group’s B2C shopping site, to mark the LVMH-owned luxury house’s first venture into China’s e-commerce market.

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ALIBABA LAUNCHES LUXURY PAVILION FOR PREMIER BRANDS

Aug. 2017: Alibaba Group announced the launch of a new Luxury Pavilion on its B2C shopping site, Tmall, that aims to bring the same brand exclusivity and tailored shopping experience that consumers would get in a brick-and-mortar store to the world of e-commerce.

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LUXURY WATCHMAKER TAG HEUER DEBUTS ON TMALL

Feb. 2017: Swiss watchmaker Tag Heuer has launched a flagship store on Tmall, becoming the fifth brand owned by luxury goods giant LVMH to set up shop on Alibaba Group’s market-leading China shopping website.

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MASERATI REVS UP ONLINE SALES WITH TMALL

Nov. 2016: The Italian ultra-luxury automaker drives sales with the help of Tmall.

SNEAKER STARTUP STADIUM GOODS JOINS TMALL GLOBAL

Aug. 2016: New York-based Stadium Goods, a retailer and marketplace in the multibillion-dollar collectible sneakers industry, has launched a store on Tmall Global.

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Lancôme

LANCÔME IS LATEST COSMETICS BRAND TO JOIN TMALL

Jan. 2015: Tmall, Alibaba Group’s market-leading B2C online shopping website, landed multinational cosmetics brand Lancôme as a vendor, the 19th high-end beauty and skincare retailer to open a flagship store on the platform.

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Hugo Boss

HUGO BOSS AND CALVIN KLEIN OPEN SHOPS ON TMALL

Nov. 2014: Upscale American apparel label Calvin Klein and German luxury menswear brand Hugo Boss announced their debut on Tmall, China’s largest B2C shopping website. The retailers are following in the footsteps of Burberry, which became the first luxury label on the Tmall platform when it opened its store in April.

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fashion

TMALL GOES UPSCALE WITH BRITAIN’S BURBERRY

Apr. 2014: U.K. luxury brand Burberry has become the first high-end brand to join Alibaba Group’s Tmall marketplace, bringing its famous trench coats and iconic plaid fabric pattern to China’s online consumers.

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