Luxury accessories and ready-to-wear designer Michael Kors has announced the launch of its digital flagship store on Tmall in China.

The store will be featured on Alibaba’s Tmall Luxury Pavilion platform for luxury and premium brands.

Marking the first third-party partnership for the luxury accessories and ready-to-wear designer in China, the store will provide Tmall customers with exclusive access to products launched only on Tmall.

It will also provide the complete range of Michael Kors products for men and women.

Capri Holdings is the fashion holding company behind Michael Kors.

Capri Holdings chairman and chief executive officer John D Idol said: “We are excited to launch our new Michael Kors digital flagship on Tmall and Tmall’s Luxury Pavilion.

“Consumers are becoming more digitally engaged with luxury shopping in China and Tmall Luxury Pavilion is the perfect venue for us to communicate Michael Kors’ brand vision.”

The company said that it would hold several activities throughout the coming months, including New York Fashion Week in September.

The company said that it would use Tmall’s strengths as the largest B2C platform in China to create an immersive shopping destination to complement the brand’s digital strategy.

Taobao and Tmall president Jiang Fan said: “Michael Kors is an iconic, beloved brand and we are delighted to partner with them as they look to accelerate their momentum in the Chinese market.

“This collaboration will bring both exciting products and elevated shopping experiences to the more than 700 million Chinese consumers on our platforms.”

Michael Kors currently operates 149 stores in mainland China, in addition to its online store.

Launched in 2017, Tmall Luxury Pavilion offers more than 100 brands, which include apparel and beauty items, as well as watches and luxury cars such as Burberry, Versace, Stella McCartney, Givenchy, Tag Heuer and Zenith.

Michael Kors operates digital flagships across North America, Europe and Asia.