Net-a-porter to Open Flagship Store on Alibaba’s Tmall Luxury Pavilion

LONDON – Net-a-porter is planting its flag on Tmall’s Luxury Pavilion with a store that marks the start of a new joint venture formed by Richemont and Alibaba, which has been named Feng Mao. Richemont said Monday that Net will be placed in the “key position” on Luxury Pavilion, and the flagship’s grand launch campaign will begin in the second week of October, after China’s Golden Week. The online flagship will stock the latest seasonal collections from Net and Mr Porter under one storefront. At launch, the store will offer more than 130 luxury and designer brands. Among them are Brunello Cucinelli, The Row, Balmain, Isabel Marant, Jimmy Choo and Tom Ford. The Richemont maisons immediately available include Cartier, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis and Vacheron Constantin as well as Alaïa, Chloé, Dunhill and Montblanc. Richemont said the online store will feature curated home pages, customized brand pages, product recommendations, personalized content and exclusive VIP awards. The offer will be expanded in the following months and will include exclusive capsule collections. Alibaba will oversee technology, infrastructure, marketing and payment services, including Alipay, Alibaba’s mobile payment platform. Jérôme Lambert, chief executive officer of Richemont, said the unveiling of the flagship is “an important

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