THE WHAT? UK health and wellness retailer Holland & Barrett has launched into China via Alibaba’s Tmall site.
THE DETAILS The official flagship store features more than 40 of the retailer’s most popular products, with items such as collagen and fish oils proving popular with the Chinese consumer.
According to the company there has been particular interest in the ‘beauty from within’ vitamins category.
In order to support the launch, Holland & Barrett has launched three new social channels across Weibo, WeChat and Red.
THE WHY? The launch signals the next step in the retailer’s global expansion plans, with the company stating in a press release that the “Chinese market represents an important opportunity for Holland & Barrett to make a positive impact on the lives of consumers in China.”
Tom Pamment, Head of International Business Development, Holland & Barrett, says, “Working with our partner, Pattern, we chose to launch on Tmall Global because of the platforms reach and good alignment to our target customer base. It also means we can leverage the wider Alibaba ecosystem, from payments to logistics. Cross-border selling also means we can offer the Chinese market our products while keeping to our animal testing-free ethos.
“This was a critical factor in our decision to launch with Tmall Global who really helped make sure we had a successful launch on the platform.”