Jewellery brand Georg Jensen has made its debut on Tmall, a Chinese business-to-consumer e-commerce site that stocks both Chinese and international brands.

Tmall is part of the Alibaba Group, founded in 1999 in Hangzhou, Zhejiang, and is Georg Jensen’s first foray into working with a third-party marketplace in China.

Now nearly 900 million consumers in the country will be able to discover Georg Jensen’s jewellery.

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“The launch will allow us to embrace China’s fast-moving online retail scene and engage more closely with our Chinese clients,” says Georg Jensen CEO Mehul Tank. “Currently, there is plenty of choice when purchasing luxury goods, so we are excited to present our design-driven brand in a way that is both convenient and innovative.

“This marks the beginning of an important new chapter for us. It gives us an innovative platform to reach new audiences and continue to tell stories through our design language, as we have done for over a century.”

Mei Chen, head of fashion for UK, Nordics and Iberia at Alibaba Group, added: “With Georg Jensen onboard, Tmall further expands its offering to include another iconic Danish brand, welcoming more of that sophisticated and timeless Nordics style that our Chinese consumers increasingly appreciate.

“We are proud to be supporting a brand with such distinctive sustainable and innovative spirit to expand their presence in an exciting market such as China.”