Tiffany & Co. has opened a storefront on Alibaba Group’s Tmall Luxury Pavilion e-commerce platform, part of Tiffany’s bid to boost its profile in China.
The news was announced in an Alibaba statement. Tiffany declined further comment.
Tmall recently went live with a digital re-creation of the Parisian luxury hub Place Vendôme and will now display Tiffany alongside a dozen other jewelry brands.
To mark the occasion, Tiffany’s Luxury Pavilion store debuted a limited-edition rose gold pendant shaped like a key and decorated with pink sapphires.
Tiffany is the second LVMH-owned jewelry brand to open a Tmall store this month. Chaumet began selling on the platform on Jan. 16. Bulgari, another LVMH jewelry brand, has sold on Tmall since 2022. After a year of contentious negotiations, LVMH took control of Tiffany in January 2021.
“This strategic expansion reinforces our longstanding commitment to our clientele in China,” said Anthony Ledru, president and CEO of Tiffany, in Alibaba’s statement.
Tiffany currently has 41 stores in China, including seven in Shanghai.
Top: the new Tiffany online storefront on Tmall (photo courtesy of Alibaba Group)
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