Tory Burch Launches First Third-Party E-Comm Store in China

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Tory Burch Launches First Third-Party E-Comm Store in China


Tory Burch has launched a flagship store on Tmall Luxury Pavilion, featuring the brand’s apparel, accessories, shoes, bags and watch collections. To celebrate its opening, which took place on July 23, 2019, the flagship introduced a specially designed Chinese Valentine’s Day capsule collection modeled by Liu Wen in the campaign visuals.

The collection will be highlighted by celebrity couple Cherrie Ying and Jorden Chan, who share the tidbits of their love stories in a video produced by Vogue China. Consumers can share their love stories, too, through an interactive platform, simply by scanning any heart-shaped items via Taobao app’s AR Buy+ function.

Additionally, to highlight the launch, from today through August 9th, Tory Burch will host an interactive experience for Chinese Valentine’s Day at Charter Shopping Center in Harbin, with an opening ceremony tomorrow. The brand will invite celebrities and guests to explore the playful installation.

The opening of the brand’s Tmall flagship, its first third-party e-comm store in China, further expands the Tory Burch footprint in mainland China. The brand currently runs 34 stores in the country, including five new locations: Chengdu Mix C, Guangzhou K11, Nanning Mix C and Hangzhou Mix C.