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Farfetch Buys China Agency to Bring Brands to WeChat

London-based online fashion retailer acquires CuriosityChina
Luxury goods makers adapt to digitally savvy Chinese clients

Luxury fashion items sit on display beside tablet devices at the launch of the Farfetch U.K. Ltd. "Store of the Future" pop-up exhibition, at the Design Museum in London, U.K., on Wednesday, April 12, 2017. Thanks to a partnership with London-based fashion technology company Farfetch, you can soon get Gucci clothing and accessories whisked to your door within 90 minutes.Photographer: Luke MacGregor/Bloomberg

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By Marie Mawad

July 19, 2018 at 11:01 PM UTC

Corrected

July 24, 2018 at 9:51 AM UTC

This article is for subscribers only.

Online fashion retailer Farfetch U.K. Ltd is buying a Chinese digital marketing agency to help sell luxury brands to consumers on Tencent Holdings Ltd.’s WeChat messaging service.

Farfetch is acquiring CuriosityChina and will integrate it into its services division, providing the likes of high-end shoe designer Manolo Blahnik with packages of digital solutions. It’s been trying to boost its presence in China and made a significant step in that direction last year when Chinese e-commerce giant JD.com bought a stake.