French fashion house Saint Laurent has teamed up with etailer Farfetch to launch online sales in China.
Saint Laurent, which operates shops in China, will integrate its collections in store into Farfetch’s ecommerce platform in the region, starting in Shanghai, Beijing and Hong Kong.
The brand plans to become the first luxury label to offer 90-minute delivery in China through Farfetch in Shanghai and Beijing in October, followed by Hong Kong later in the year.
Farfetch said the joint venture will focus on Chinese millennial customers.
Francesca Bellettini, president and chief executive at Saint Laurent, said: “This collaboration marks an important step in our global omnichannel strategy aimed at securing a top-level luxury journey to our clients world-wide, and it gives us the opportunity to further consolidate our leadership on the Chinese market.”
José Neves, founder, co-chairman and CEO at Farfetch Group, added: “Farfetch has always understood that China is part of any luxury brand’s strategy, and ecommerce in China is the only route to fully penetrating this market. However, until now, doing online business in China at scale was incredibly complex for luxury brands.”
The news comes after Farfetch joined forces with etail giant JD.com in June to create a platform for luxury ecommerce in China.