Australian online fashion retailer BNKR (pronounced bunker) has launched a Chinese-language website, opting to go it alone in the market instead of listing on Alibaba’s Tmall.
BNKR, founded in Adelaide 10 years ago, is the retail channel of Australian Fashion Labels, whose goods are sold through more than 1700 stores globally.
After establishing an online presence in Australia,the US and the UK, China marks its first foreign language site.
“We want to be seasonally appropriate and we also want to be able to provide a service and experience which is personalised to different regions around the world,” says Jared Brown head of eCommerce & digital at Australian Fashion Labels.
“The strategy is to set up our BNKR store which has got our aesthetic. It’s lower risk in the sense that the platform is running already and we are seeing good results out of our English website to Chinese customers,” Brown said.
Sales on the new site will be shipped from the company’s Hong Kong warehouse, which also ships orders to the US and Europe.