LVMH Moët Hennessy Louis Vuitton SE-owned Givenchy on May 15 launched an online shop on China's WeChat, joining a slew of luxury brands such as Prada SpA and Cartier in courting wealthy Chinese consumers on the social media platform.

The new WeChat boutique, which allows shoppers to make purchases directly in the app, features categories including handbags, accessories, shoes and apparel. It also offers exclusive collections and limited editions designed by Givenchy artistic director Clare Waight Keller.

The site also gives the history of the brand and offers a search function for locating nearby brick-and-mortar stores.

With the launch on WeChat, Givenchy aims to extend its premium offline service to online in order to provide a convenient and immersive shopping experience for Chinese consumers, the company said in a statement.

The move comes shortly after the French label expanded its e-commerce presence in Europe, following an initial launch in September 2017.