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Mulberry launches on Tmall Luxury Pavilion

British luxury brand Mulberry has launched a flagship store and an exclusive capsule collection on Tmall Luxury Pavilion, the premium platform of Chinese etailer Alibaba Group’s.

The special edition Year of the Pig capsule collection, designed in celebration of Chinese New Year, was released on the Pavilion three days ahead of the rest of the Chinese market.

More than 100,000 users visited the store on its opening day, and Mulberry accumulated more than 300,000 store visitors within the first week.

Mulberry chief executive Thierry Andretta said: “Launching the Mulberry flagship on Tmall’s Luxury Pavilion is an important step in growing our Chinese customer base and further developing the brand in key international markets.”

The brand currently has 114 bricks-and-mortar stores worldwide, including four in mainland China, and one in both Hong Kong and Taiwan.

Launched in 2017, Tmall Luxury Pavilion now offers more than 80 brands, including Valentino, Burberry, Versace, Stella McCartney and Moschino.

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