Aigner launches on Tmall Luxury Pavilion via Melchers deal
German luxury brand Aigner has partnered with Melchers China to expand across mainland China, with Melchers overseeing local retail and e-commerce operations. The partnership launches with Aigner’s official flagship on Tmall Luxury Pavilion, part of Alibaba Group’s luxury platform, alongside a focus on Xiaohongshu (also known as RedNote) and WeChat. Founded in Munich in 1965, Aigner shows its collections at Milan Fashion Week and operates across Europe, Asia, and the Middle East.
Related reading: Tmall Luxury Pavilion’s GM on protecting exclusivity online