Paul Smith, the leading British independent design house, has today launched a digital flagship on Alibaba's Tmall Luxury Pavilion platform to cater for its growing Chinese customer base.
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”.
Since 2017, China remains one of the largest luxury target markets, with more than 200 luxury brands partnering with Alibaba’s Tmall. Paul Smith currently has two stores in China. One is in SKP Beijing and the other is in SKP Xi’an.
Paul Smith managing director Ashley Long said: "Paul Smith is delighted to partner with Alibaba to launch our official digital flagship on Tmall Luxury Pavilion. This marks a pivotal moment for us as we further expand our presence in mainland China 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.
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