Burberry Reaches Exclusive Partnership With Tencent to Develop Social Retail in China

Beijing (PingWest)—Burberry, the London-headquartered luxury fashion brand, and Chinese technology powerhouse Tencent have entered into an exclusive partnership to develop social retail in China.

Through this partnership, Burberry and Tencent will pioneer a concept that blends social media and retail to create digital and physical spaces for engaged communities to interact, share and shop.

The first step will be for Burberry to open a store, powered by Tencent technology, offering unique experiences that connect luxury customers’ social and online lives to their physical environments.

The social retail store will open in Shenzhen, China’s technology hub, in the new MixC Shenzhen Bay development. The store is expected to open in the first half of next year.