JD.com, China’s largest retailer, has created an exclusive full-price shopping platform that offers international brands the opportunity to reach affluent Chinese consumers through their own customisable digital store.

La Perla, Emporio Armani, Rimowa, B&O Play and Trussardi are some of the brands already available on the platform, called Toplife.

JD.com said the new site recognises luxury brands’ preference for dedicated, independent sales platforms where they can offer a premium shopping experience that is consistent with their offline identity.

Because of this, Toplife has been designed with the ability to be customised, giving brands control over every aspect of their digital flagship store’s appearance, whilst leveraging a wide range of customer service resources from JD.com.

“Our deep understanding of high-end consumers has enabled us to launch a luxury e-commerce ecosystem that provides a truly premium shopping experience, and helps partners tell their brand story to local consumers,” said Richard Liu, Chairman and CEO of JD.com.

“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.”

Deliveries will be handled in JD’s advanced “Asia No. 1” fulfilment centre, which features technologies such as dust-free sealed spaces, strict temperature and humidity controls, robotics, and advanced security systems.

Toplife also offers rapid and secure product delivery and JD’s white-glove delivery service JD Luxury Express.