JD.com, China’s largest retailer, announced on Tuesday the launching of Toplife, an online shopping platform for high-end global brands, Caixin reported.

The move followed Alibaba’s launch of Luxury Pavilion in August — an e-commerce platform on its TMall shopping site also dedicated to high-end luxury brands.

Brands on Toplife will enjoy value-added services from JD.com, including 24-hour customer support, brand-building and marketing resources. Emporio Armani, Rimowa, B&O Play and Trussardi are among the brands that have already joined Toplife, the report said.

“Our deep understanding of high-end consumers has enabled us to launch a luxury e-commerce ecosystem that provides a truly premium shopping experience, and helps partners tell their brand story to local consumers,” Richard Liu, chairman and CEO of JD.com, said in a statement.

“Working with Toplife, luxury brands worldwide are now able to directly provide customers throughout China with a true luxury shopping experience previously only associated with high-end offline stores,” Liu said.