Burberry launches first luxury ‘social retail’ store in China

Burberry Group PLC (LON:BRBY) has announced the launch of the first luxury ‘social retail’ store in China in a partnership with tech giant Tencent.


The first site was opened in Shenzhen and the companies will roll out more across the FTSE 100-listed fashion designer’s network in the Asian country, which accounts for 40% of total sales.


READ: Burberry to cut jobs as coronavirus hits sales in Europe and Americas


The British luxury giant is looking to bring social media interactions into a physical retail environment through a dedicated WeChat mini program, where customers can unlock exclusive content and personalised experiences and share them online.


The store is made of spaces with their own concept and personality, offering a unique interactive experience.




“Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail,” said chief executive Marco Gobbetti.


“Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”


Shares dipped 1% to 1,277p on Friday afternoon.

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