High-end fashion retail platform Farfetch has launched a digital flagship store on Alibaba-owned Tmall Luxury Pavilion.

The brand’s second global online destination houses more than 3500 luxury brands, 90 per cent of which did not previously have a presence on the site.

The launch on Tmall Luxury Pavilion is part of Farfetch’s plan to expand its online presence in China. The country’s luxury goods market has been experiencing a significant boost as international travel is restricted, forcing customers to spend more domestically.

MD of Farfetch Greater China, Judy Liu, said the launch marks only the beginning of the partnership to help brands and retailers fully digitise their businesses online and offline through their combined strategy, dubbed ‘Luxury New Retail’.

“In partnership with Farfetch, we will continually enhance our product selection, marketing strategies and membership services for our consumers,” said Janet Wang, GM at Tmall Luxury. “We aim to set the standard in the industry and lead the digitisation of luxury shopping.”