Europe: Alibaba Launches E-Commerce Platform Miravia in Spain

As early as October, some merchants received invitations to join the new platform. In communication with merchants, Alibaba said that it would be a brand-new cross-border independent platform for the European market, mainly targeting opportunities in the business-to-consumer sector. In the early stages, major brands from various industries on AliExpress have been invited to join the new platform, and in the short term, only invited merchants can join.

@HendrikLaubscher do you know the details why they chose a new brand? AliExpress tainted in some way?

There are some decent brands on here – Lego, Loreal, etc.