The opening of the new store marks the first time that the brand has launched an online store through a third-party e-commerce platform in China.

Berluti’s partnership with JD also marks the first time the brand will trial AR technology, which aims to further improve consumers’ experience and explore more possibilities of digital operation and marketing. The AR technology will make it possible for customers to enjoy the interactive experience they get in-store, while offering the convenience of having their favourite products just clicks away from arriving at their doorstep.

The flagship will offer a series of new and classic collections of Berluti, such as limited edition items as well as collaborations with Russian artist Lev Khesin, and classic Luti Venezia belts.

“We are very thrilled to have a very first Berluti flagship e-store opened on; this is not only a very important retail channel for us, but also marks a milestone for e-commerce development of Berluti in China,” Says Laurent Barrere, the Managing Director of Berluti China and Asia Pacific. “We believe that’s expertise in AI and big data will help our maison to reach more consumers of all ages throughout the nation.”