Chinese e-commerce giant (JD) - Get, Inc. (JD) Report on Tuesday announced the launch of a luxury and full-price online shopping platform called Toplife.

Toplife will extend the reach of high-end global brands to affluent Chinese consumers and will be wholly dedicated to high-end brands, and luxury goods.

The new e-commerce platform will sell brands covering fashion, jewelry, watches, health and beauty, home furnishings, cosmetics, and electronics.

Toplife "allows brands to sell directly to consumers through an end-to-end luxury e-commerce ecosystem that seamlessly incorporates online stores, premium customer service and delivery, marketing and branding expertise, and specialized warehousing and inventory," said.

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Luxury brands will also have the ability to leverage's customer service resources to distribute their products. Those brands will also get "value-added services from JD, including premium 24-hour a day customer support and fulfillment, and precision brand-building and marketing resources," the company added.

"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. Toplife aims to mirror the offline luxury shopping experience in a premium e-commerce experience," said Richard Liu, Chairman, and CEO of

Shares of were rising over 1% during early morning trading on Tuesday.

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