Liberty London to launch on expanding Secoo as it targets China

Upscale heritage department store Liberty London said Tuesday that it’s entering an exclusive deal with Secoo, Asia’s biggest premium lifestyle platform, with the Chinese company set to carry the brand exclusively in the region.


Liberty London


The 143-year-old retailer sells multiple high-end brands through its London flagship store but also markets its own Liberty London Collection of accessories, silk scarves, sleepwear, soft furnishings and stationery based on heritage prints blended with contemporary designs.

The two companies said that “through this partnership, Liberty London will synchronously offer premium and luxury bags, leather products, gifts and stationery to Secoo’s over 20 million high-end members.”

Andrea Petochi, Liberty’s managing director said that Secoo is its first-ever partner in China which is “such an important territory” for the brand. 

Meanwhile Secoo’s chief growth officer Ran Guanjun said the deal with Liberty strengthens the firm’s development and enriches its premium products offer.

Fast-growing Secoo has become a go-to destination for many brands targeting upscale customers in China and last month announced that beauty retailer Feelunique would launch on the platform in Q4. Canali, Aspinal of London and Shandong Ruyi have partnered with it in recent months too.

In July, it also emerged that online Chinese retail giant JD.com had partnered with LVMH-linked private equity firm L Catterton Asia for a $175 million cash injection into the business.

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