Paul Smith opens Tmall store as it targets mainland China

By

Sandra Halliday

Published
Jun 29, 2021

Paul Smith has opened a flagship store on Tmall Luxury Pavilion, the location that’s becoming a must-have for Western high-end brands that want to reach Chinese consumers online.

The store opened this week to cater for its growing customer base in mainland China and the brand will now have access to the platform’s almost 900 million Chinese consumers.

The label is selling its SS21 men’s and women’s ready-to-wear in the new webstore that will have an official launch in August,. At that point, it will add the AW21 offer. This will include informal and sportswear-inspired designs from the recently launched PS Paul Smith Happy collection, “which champions the message of youthful positivity, offering a distinctive PS Happy logo across separates and accessories designed to appeal to a new generation of customers”. 

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Paul Smith MD Ashley Long said the company is aiming to “reach an ever growing and evolving consumer who is keen to access the rich heritage and craftsmanship of Paul Smith, as well as our diversified core and diffusion lines. The digital reach and strong digital ecosystem of Tmall offers us untapped potential”.

Since Tmall Luxury Pavilion launched in 2017, over 200 premium brands have opened on the platform. And earlier this month, Scandi label Ganni announced its debut there.