UK health and wellness retailer Holland & Barrett launches in China via Tmall
THE WHAT? British health and wellness retailer Holland & Barrett has launched into China through Alibaba’s Tmall site.
THE DETAILS The official flagship store carries over 40 of the retailer’s most popular products, with items such as collagen and fish oils proving popular with Chinese consumers.
According to the company, the category of vitamins “beauty from the inside” has attracted particular interest.
To support the launch, Holland & Barrett launched three new social channels on Weibo, WeChat and Red.
THE WHY ? The launch marks the next step in the retailer’s global expansion plans, with the company saying in a press release that the “Chinese market represents a significant opportunity for Holland & Barrett to positively impact the lives of consumers in China. “.
Tom Palement, Head of International Business Development, Holland & Barrett, said: “Working with our partner Pattern, we chose to launch into Tmall Global due to the reach of the platforms and the good alignment with our target customer base. It also means we can take advantage of Alibaba’s larger ecosystem, from payments to logistics. Cross-border selling also means that we can offer our products to the Chinese market while respecting our philosophy of no animal testing.
“This was a critical factor in our decision to launch with Tmall Global which really helped ensure a successful launch on the platform. “