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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 designers 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.

Our store of tomorrow for today! We have opened luxurys first social retail store in Chinas technology hub Shenzhen, China. Blending the physical and social words in a digitally immersive retail experience. pic.twitter.com/57MFy3lPuW

— Burberry Corporate (@BurberryCorp) Read More – Source