Luxury online platform Cettire is expanding its presence in mainland China through the launch of a flagship store TMall Global, a platform owned by Alibaba Group.
Cettire’s launch on the dedicated cross-border e-commerce platform, which includes a space in its Luxury Pavilion, forms part of its next chapter in scooping market share across China. The Melbourne-born, global platform already has its own dedicated direct-to-consumer platform there, and can be found on JD.com.
Following its integration into the Alibaba ecosystem, Cettire will have active storefronts across China’s two largest e-commerce platforms, which the company says should facilitate enhanced market access and improve the overall customer proposition within China.
Cettire added that it will continue to leverage its proprietary technology and global supply chain for fulfilment, with no requirement for local inventory.
Cettire’s launch on TMall Global is subject to the completion of a technology integration, which is currently expected to be during the first quarter of FY27.
Cettire founder and CEO, Dean Mintz, said China remains the world’s largest luxury market. Mordor Intelligence claims the luxury goods market there is valued at US$61.12 billion (~A$96 billion) in 2026, and is projected to hit US$93.17 billion in 2031.
“Our multi-channel approach in China will allow us to scale more rapidly and efficiently in China while maintaining the flexibility of our global operating model,” Mintz said.
This comes as Cettire’s sales growth lagged in the first half of FY26, with gross revenue down by $8.4 million, hitting $505.7 million.
The platform also reported a statutory net loss of $1.05 million in the first half, which followed a net loss in FY25 of $2.6 million and a $4.7 million net profit in the first half of FY25.
The latest loss in H1 FY26 comes amid ongoing margin pressures, reportedly driven mostly from US trade policy. Cettire reported a delivered margin of $54.8 million, representing 14.3 per cent of sales. This was offset by significant increases in US duties costs, but buoyed by reduced discounting activity.