Tiffany & Co. opens official e-flagship store in China

Tiffany & Co., has announced the opening of its official e-flagship store on Tmall Luxury Pavilion. This marks a significant milestone in the LVMH-owned luxury house’s online retail strategy in China. The virtual debut boosts its extensive network of 41 brick-and-mortar Tiffany boutiques throughout China – including seven in Shanghai.

The move makes jewellery pieces and signature designs from iconic collections including Tiffany T, Tiffany Knot, Tiffany Keys and the Love & Engagement collection available online. To mark the launch, the store hosted the online debut of a limited edition Tiffany Key design. The Woven Key mini pendant – crafted in 18k rose gold – draws inspiration from archival Tiffany rope motifs and is adorned with pink sapphires, symbolising new year wishes. The store also offered exclusive perks to Tmall Luxury Pavilion’s millions of users.

Following LVMH’s acquisition of the American company in 2021 for 16 billion USD, it has shifted its focus to China real estate and inventory to satisfy the country’s luxury consumers. E-commerce has an undisputed role to play there too as brands from around the world compete for a slice of China’s 617 billion RMB (87 billion USD) luxury market.

“Amid the accelerating digital embrace of the luxury industry, the online consumption of Tmall Luxury Pavilion consumers has matured. They are now actively engaging with brands through various digital forms,” Janet Wang, Head of Tmall Luxury Pavilion, explained. “Tmall Luxury Pavilion’s leading operational capabilities will help Tiffany deepen its connections with target consumers.”

Tmall has been doubling down on the jewellery category in China. In December 2023, it launched an immersive, interactive 3D space for experiencing jewellery at your fingertips. It showcased more than ten brands including high-end names like Boucheron, Bulgari, Cartier and as well as Qeelin and niche brands like Ahkah.

Tiffany is the second LVMH-owned brand to launch on the platform this month. On January 16, the group’s jewellery house Chaumet – founded in 1780 – opened for virtual business with Tmall. To commemorate, Chaumet unveiled a brand-new Bee My Love rose gold pendant set with 12 pink sapphires in an exclusive global debut. The new online boutique compliments the French brand’s network of 17 physical stores across China.

Alibaba Group’s Tmall was the first e-commerce platform in China to establish extensive partnerships with luxury powerhouses and, despite increased competition from domestic rivals, remains a launchpad to reach luxury consumers online through novel shopping experiences. From 3D shopping experiences to digital art galleries, Tmall Luxury Pavilion — its dedicated venue for high-end brands – is propelling China into a virtually immersive realm of fashion.


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