Dunhill opens Tmall Luxury Pavilion flagship

By

Sandra Halliday

Published
Sep 30, 2020

Richemont-owned luxury label Dunhill has launched a digital flagship store in China on Tmall Luxury Pavilion. It’s an important move for the British menswear and accessories company with the Alibaba-owned dedicated platform for luxury and premium brands being a key entry point for the massive Chinese market. 

The new online store features Dunhill’s ready-to-wear, leather goods and footwear, “enabling the brand to expand its footprint in China and accelerating its digital transformation,” we’re told.

Dunhill opened its first Chinese store in Shanghai in the early 90s, when China was just emerging as a potentially large luxury market. Since that time its growth has exploded with the Chinese consumer now the number one target shopper for upscale labels globally.

Dunhill CEO Andrew Maag said of the new move: “Since the launch of our first store, China has remained integral to Dunhill’s global strategy and success. This partnership with Tmall will allow us to reach even more customers, in an innovative and engaging way. It is a very exciting time for Dunhill as we continue to develop our brand projection and customer experience across every touchpoint.”

The opening of the store comes on Tmall Luxury Pavilion’s third anniversary and sees Dunhill joining a growing list of brands on the platform. To date, nearly 200 major brands have opened flagship stores there.