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Cos opens on Tmall as it targets the Chinese market online

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Cos says it has reached a key milestone in its global expansion as it launches online in China, through both the Tmall marketplace and its own dedicated website.

The London fashion retailer, ranked Top500 in IRUK Top500 research, also plans to add to its existing range of 28 stores in 17 cities in China. It will open new stores in Shanghai, Beijing, Guangzhou and Xiamen as part of an expansion that’s designed to bring its range for women, men and children to a wider audience.

Marie Honda, managing director of Cos, said: “Partnering with Tmall is an exciting moment for us and the launch online represents a milestone in our global expansion. We are thrilled to bring our collections to a broader audience across the market to complement our physical stores and look forward to this new chapter ahead.”

The retailer plans to bring the New Spring installation by Studio Swine to Shanghai to mark its online launch in China. There it will be open to the public between October 20 and 28, with a special Cos x Studio Swine edit available to buy online and in select Chinese stores during that period. 

“The Cos brand is a fantastic addition to Tmall’s strong portfolio of fashion brands,” said Jessica Liu, president of Tmall Fashion and Luxury. “Chinese consumers are among the most savvy and style-conscious in the world and we are very excited to introduce Cos’ timeless designs to the more than half a billion consumers on Alibaba’s platforms.”

The retailer is among a range of brands currently adopting marketplaces to sell internationally. Abercrombie & Fitch has been selling on Tmall for a year, while Zara sister-brand Uterque is also now using Tmall to test the waters. 

Meanwhile, announced today that it is bridging the gap between the UK fashion industry and Chinese fashionistas by sponsoring three Chinese fashion designers who are based in London, Huishan Zhang, Xuzhi Chen and Xiao Li, to sell on its JDesigner Boutique platform. 

“With JDesigner Boutique, JD has once again brought fashion and technology together,” said Chen. “It allows our brand a level of direct access to fans in China that would never have been possible in the past.”

Xia Ding, president of JD International Fashion, said: “All of us at are extremely excited for another year of celebrating the international fashion community in London. As China is increasingly recognized as a new global fashion power player, our unique initiatives, such as the JDesigner Boutique, combined with our unrivaled logistics network in China, continue to make the top choice for international luxury brands seeking to enter this exciting market.”

Image courtesy of Cos

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