German leather goods brand Aigner has partnered with Melchers China to expand its footprint in Mainland China. 

Under the agreement, Melchers will oversee Aigner’s local retail and e-commerce operations. The partnership will kick off with the debut of Aigner’s official flagship store on Tmall Luxury Pavilion, part of Alibaba Group’s luxury platform, which has become an important gateway for international brands entering the Chinese market.

It will also focus on strengthening the brand’s presence across platforms such as Xiaohongshu (Little Red Book) and WeChat. 

“Aigner’s heritage, craftsmanship, and timeless style align perfectly with Melchers’ values and our approach to brand building in China,” said Claus Toxvig, CEO of Melchers China. 

“Together, we aim to establish a strong foundation for long-term success and create meaningful connections with Chinese consumers.”

Founded in Munich in 1965 by Etienne Aigner, the brand has expanded internationally, showing collections at Milan Fashion Week and building a presence across Europe, Asia and the Middle East, with a focus on durability and contemporary design.