Singapore – LVMH Group, the global leader in high-quality products, and Alibaba Group, China’s foremost e-commerce and technology company, have announced an extended partnership to enhance the luxury retail experience in China through AI-powered innovations and advanced cloud technologies on Tmall.

The strengthened alliance underscores both companies’ commitment to pioneering retail innovation and delivering exceptional, tech-driven luxury experiences. This collaboration aims to boost LVMH’s omnichannel, data, and technology presence in China.

“Alibaba is already a key and valuable partner of our Maisons and the Group. Reinforcing our partnership with Alibaba will help us accelerate omni-channel business growth and enhance premium luxury experiences,” said Stephane Bianchi, Group Managing Director of LVMH. “Our collaborative efforts will deliver unparalleled experiences to our global customers throughout their premium shopping journey.”

Eddie Wu, Chief Executive Officer of Alibaba Group, expressed similar enthusiasm. “Alibaba is pleased to transform the high-end consumption experience with retail leaders like LVMH through our world-class technologies in cloud computing and AI. This partnership has elevated the retail experience for LVMH’s customers worldwide, including China-based consumers on Tmall.”

LVMH is integrating Alibaba Cloud’s generative AI capabilities, including Qwen, Alibaba’s proprietary large language model, and Model Studio (Bailian), a comprehensive AI model-building platform. These technologies are enabling the creation of novel applications and services, reinforcing LVMH’s commitment to innovation and enhancing its luxury offerings for global consumers.

With over 30 Maisons and Divisions in mainland China and Southeast Asia, including Sephora APAC and DFS, this five-year extension reflects a mutual commitment to exploring new markets, products, and technological advancements. LVMH will access a broader array of Alibaba Cloud’s technologies to optimize business operations, enhance customer insights, and streamline supply chain management in China.

Since initiating their strategic partnership in 2019, LVMH has utilized Alibaba Cloud’s data management tool, Dataphin, to power “LVMH ATOM” China, a bespoke platform for personalized services tailored to its Chinese customers. Additionally, LVMH has leveraged Alibaba Cloud’s machine learning platform, PAI, to develop customized services catering to Chinese consumer preferences across its brands.

This announcement follows the successful integration of Tmall into Tiffany’s and Chaumet’s luxury retail journey. LVMH has introduced around 30 prestigious Maisons to Tmall Luxury Pavilion, utilizing Alibaba’s digital capabilities for 3D product displays, virtual try-ons, and live-streaming. Both companies have expanded their collaboration on omni-retail initiatives, including digital recreations of luxury venues, product debuts, membership programs, and personalized consultations, extending the LVMH luxury experience to millions of Chinese shoppers.