(Yicai Global) Oct. 10 -- Chinese e-commerce giant JD.com Inc. [NASDAQ:JD] unveiled a new luxury online retail platform Toplife, which will operate independently from the main JD.com site and offer its consumers customized fashion services.

Toplife makes its debut in app stores today. It will provide links to official stores for major domestic and international luxury brands, including La Perla, Emporio Armani, Rimowa and B&O Play, Chinese news outlet Huanqiu reported.

The new platform's customer service standards will also differ from other online retailers. Its team will be trained by the brands and be experienced in working in physical stores in order to provide customers with 24-hour customized fashion consulting services.

In terms of supply chain management, JD.com will provide exclusive high-end warehousing facilities for Toplife. It has built a 20,000-square-meter storage facility in Shanghai with dust prevention, lighting protection, maintained temperature and humidity and other functions. The warehouse also features a range of security systems, including password locks, facial and fingerprint recognition and linked alarms.

In June this year, JD.com splashed out USD397 million to became a major shareholder of international shopping platform Farfetch and accelerate its plans in the luxury market.