The company is joining up with Tmall and has commenced a soft launch of a flagship on the platforms Luxury Pavilion.
The business is currently targeting growth in China because their customer base is growing and the digital flagship will carry men’s and women’s ready-to-wear styles. In August, the official launch will bring in the fall 2021 styles and a wider selection of offerings.
This flagship on Tmall will also be home to the recently launched PS Paul Smith Happy Collection, known for its distinct logo. The Happy Collection is targeted towards a younger generation of Paul Smith consumers.
Since 2017, over 200 luxury brands have partnered with Alibaba’s Tmall as China continues to be one of the biggest target markets for luxury. Paul Smith currently has two stores in China, one at SKP Beijing and another at SKP Xi’an.
