Alexander McQueen joins Alibaba’s Tmall Luxury Pavilion. Credit: Alibaba Group Holding Limited.

British luxury fashion house Alexander McQueen has soft launched a virtual store, in China, on Tmall Luxury Pavilion, Alibaba Group’s dedicated platform for premium brands.

Launching on 16 April, the Alexander McQueen virtual store offers items featuring images from the John Daekin Archive.

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The new store marks the first online store directly run by Alexander McQueen in China. The fashion house currently sells its products in China through a local partner.

Tmall luxury division managing director Sherry Lang said that the Pavilion assists maisons and premium brands connect with younger customers in China and provides an enhanced shopping experience online.

Lang added: “We also want to help luxury brands expand their reach in smaller cities and rural areas, where purchasing power is growing, but offer limited access to luxury goods. The Pavilion is well-positioned to fill that gap.”

“We also want to help luxury brands expand their reach in smaller cities and rural areas, where purchasing power is growing.”

Kering, the parent company of Alexander McQueen, also operates virtual stores for its other two brands, including Hong Kong-based jeweller Qeelin and Italian fashion house Bottega Veneta, on the Pavilion.

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Established in 1992, Alexander McQueen covers 73 directly operated brick-and-mortar boutiques, and various franchises and speciality stores globally.

The luxury fashion brand will also open flagships stores in Shanghai and Hong Kong this year.

Tmall Luxury Pavilion was established in 2017 and currently offers a range of products, such as apparel, beauty items, watches and luxury cars to Chinese customers. Brands operating stores on the platform, include Valentino, Burberry, Tod’s, Versace, Stella McCartney, Moschino, Giuseppe Zanotti, MCM, La Mer and Maserati.