ghd is expanding into China, launching a flagship store on the Tmall marketplace while raising brand awareness with customers through live events and a Shanghai pop-up store.
The brand behind the ghd (good hair day) styler has fulfilled cross-border orders from the Alibaba Group’s Tmall Global since 2018. Now it is opening its own virtual store, two decades after the brand was founded in 2001.
Jeroen Temmerman, chief executive of ghd, says: “2021 is such a monumental year for ghd as we celebrate our 20th anniversary and the introduction of the brand to Chinese consumers.
“We know that the Chinese consumer is looking for brands that have trusted and advanced product technology and functionality – as a technology and innovation-driven company. I am confident that Chinese customers are going to be impressed with ghd, and that we can become the number one preferred hair styling tool brand in China, for both consumers and professionals.”
ghd has marked the launch with an exclusive event held in Shanghai. It will continue to raise awareness of its Tmall store with a week-long pop-up shop in Shanghai, offering training and hairstyling on ghd’s tools from professional stylists. Further events will be held with Tmall throughout the year, while the two will continue to collaborate through the Tmall Super New Star programme, designed to inform Chinese consumers about foreign brands.
“Tmall is undoubtedly one of the most important strategic partners and provides us with a trusted platform from which to engage with local Chinese consumers,” adds Temmerman. “Together we will spare no effort in transforming lives with the power of ‘Good Hair Days’.”
ghd launched in 2001 by three hairdressers who had one product – the ghd styler. Today that still remains the brand’s best-selling produc, and its range of hairdressing tools are sold in more than countries and more than 45,000 hairdressing salons. ghd is now part of Wella Company.
ghd entered the RXUK Top500 in 2021, where it is ranked Top500.