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JD.com launches luxury site Toplife

Etailer JD.com has launched a luxury ecommerce platform targeting affluent Chinese consumers.

The site, called Toplife, offers brands value-added services including premium 24-hour customer support. 

Brands that have already joined Toplife include Italian designer labels La Perla, Emporio Armani and Trussardi. More labels are expected to join in the coming weeks. 

The platform’s facilities include dust-free sealed spaces, strict temperature and humidity controls, robotics, and “advanced” security systems. It will also feature a delivery service with white-glove wearing couriers.

JD.com chairman and chief executive Richard Liu said: “Working with Toplife, luxury brands worldwide are now able to directly provide customers throughout China with a true luxury shopping experience previously only associated with high-end offline stores.

“Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience.”

The site will showcase a wide range of luxury and high-end brands covering fashion, accessories, health and beauty, home furnishings, cosmetics, and electronics.

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