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La Redoute sets up own website in China

France’s largest online fashion retailer La Redoute is partnering with Chinese eCommerce company Azoya to introduce more than 100,000 SKUs through to China.
Instead of going to major Chinese online marketplaces, La Redoute decided to establish its own branded Chinese site. International development director Saida Gallouj says it chose to partner with Azoya because of its turnkey solutions for cross-border business and the agility of its management model.
“Azoya has rich experience in running online business for overseas retailers in China,” says co-founder Don Zhao.
Both partners say the independent website approach allows the fashion group to communicate its brand image directly to China while avoiding competition and promotion fees related to selling on marketplaces.
Deliveries will be made through direct parcel shipping, removing the need for bulk imports or holding local stock.
Founded in 1837, La Redoute designs, develops and markets more than 30,000 product types, including women’s, men’s and children’s clothing, accessories and household products. It has 13 million customers around the world, covering more than 120 countries.

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