New York City-based fashion label Derek Lam will make its debut in China with a flagship store on Toplife by JD.com.

Launched by JD.com in October, Toplife is a curated, full-price platform for luxury brands. Derek Lam joins such companies as Emporio Armani, Rimowa and Tod’s on Toplife, which gives brands complete control over the customer experience and uses JD’s marketing technology, including social-media advertising through Tencent.

The new Derek Lam Toplife store will carry women’s ready-to-wear and footwear collections.
JD.com president of international Winston Cheng says brands should not have to make sacrifices in customer experience to embrace e-commerce, which is why it was important to create a new type of online luxury model.

JD.com services more than 266 million customers.