Mulberry launches flagship on Alibaba’s premium platform

Mulberry Alibaba
// Mulberry launches flagship store on Tmall Luxury Pavilion
// The British retailer introduced Year of the Pig capsule collection for Chinese New Year
// 300,000 visitors in first week of opening

Mulberry has launched a new flagship online store and an exclusive capsule collection on Alibaba’s premium platform Tmall Luxury Pavilion.

The Year of the Pig capsule collection, which was designed for Chinese New Year, was unveiled on the Chinese platform ahead of competitors.

The British luxury retailer capitalised from Tmall Luxury Pavillion’s platform by gathering over 100,000 visitors to the store on opening day, and accumulating a total number of 300,000 visitors in its first week of opening.

“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,” Mulberry chief executive Thierry Andretta said.

Mulberry currently operates from 114 stores worldwide, including four in mainland China, and one in both Hong Kong and Taiwan.

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