Kering SA-owned Saint Laurent will launch online sales in China, The Wall Street Journal reported July 31, citing the fashion house's CEO, Francesca Bellettini.

Bellettini said in an interview with the newspaper that the French luxury brand will offer goods on a new online platform that was recently announced by U.K. luxury fashion e-retailer Farfetch as part of a joint venture with Chinese e-commerce giant JD.com Inc.

She added that Farfetch's collaboration with JD could help protect Saint Laurent from counterfeiting, which is an ongoing issue with online retailers in China.

The move is also aimed at extending the brand's reach to Chinese consumers without risking overexpansion of its physical stores, according to the report. Saint Laurent has 18 stores in China, primarily in Beijing and Shanghai.

It will begin offering same-day delivery in Beijing, Shanghai and Hong Kong, with a goal of having 90-minute deliveries available in those cities starting in October.

The brand's sales to Chinese consumers have surged in recent years despite a slowdown in the global market, Bellettini told the Journal.