Saint Laurent launches luxury online store via JD.com's Toplife platform

Saint Laurent is the latest brand to launch an online store in China

Fashion brand Saint Laurent will commence online sales in China following a deal with JD.com to join the ecommerce giant’s luxury online platform Toplife.

Saint Laurent, which is owned by French luxury house Kering, will sell its entire brand selection including its womens and menswear collections.

The brand’s videos, campaigns and news content will also be available on the platform.

Toplife was launched by JD.com last October in a bid to engage with China’s huge audience of luxury consumers.

The online platform is part of a strategy by JD.com to strengthen its position as a luxury and fashion e-commerce destination. It builds on the company’s strategic partnership with luxury fashion site Farfetch, which was inked last year following JD.com's $397m investment.

Rival ecommerce site Alibaba is also targeting luxury shoppers with its own platform Luxury Pavilion, which features brands such as Burberry, Hugo Boss and Maserati.

The move comes as Kering, which also owns the luxury fashion brands Gucci and Stella McCartney, looks to boost sales of its brands in China. Last year Kering dropped its court case against Alibaba, which accused the ecommerce giant of being complicit in the sale of counterfeit goods.

Chinese consumers account for more than 30% of the global luxury goods sales, according to Bain & Company's Luxury Goods Worldwide Study.

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