Groupe Artémis, which controls the Kering luxury group while remaining the biggest shareholder in Puma, has made an unspecified investment in the Goat Group, the online auction-based sneaker reseller. The idea is to help accelerate Goat’s growth, expanding its international reach and diversifying its business in the luxury sector, where its marketplace can provide pricing power for some exclusive products.

The investment follows a $100 million Series E round of funding that closed in September, valuing the Goat Group at $1.75 billion. It also comes two months after Artémis doubled its stake in Farfetch, the biggest online marketplace for fashion products, as part of a nine-digit investment by Richemont and Alibaba Group, intended to boost its e-commerce operations in China.

Much like StockX, Goat defines itself above all as a prime reseller for authentic sneakers under premium labels like Jordan and Yeezy. The company, which boasts 30 million members in 170 countries, has already dipped its toe in the lucrative Chinese market with an office in Shanghai and a WeChat app, but Artémis’ local connections could supercharge that opportunity. China, which is also the most profitable market for the major sports brands, is expected to account for half of the world’s personal luxury market by 2025.

Kering is the highly profitable owner of big luxury labels like Gucci, Saint-Laurent, Balenciaga and Alexander McQueen. Artémis, which is the holding company of France’s Pinault family, controls Kering and holds other major assets including the Christie’s auction house. After Kering spun off Puma to its shareholders in 2018, Artémis retained a stake of about 29 percent in the German sports brand, which may be reduced to 25 percent if a recently launched bond is converted into shares.