Grana China launches on Tmall

Hong Kong-headquartered online fashion disruptor Grana has launched into Mainland China.

The company, whose shareholders include Alibaba Group, has opened an online store on Alibaba’s Tmall.

“We appreciate the strong and strategic partnership with Alibaba supporting our expansion plans onto Tmall,” said founder and CEO Luke Grana in a statement. “It’s a pinnacle time for the company right now and it’s promising to see Chinese millennial consumers and online shoppers around the world becoming more sophisticated in how they shop, encouraging brands to disrupt the cost of quality goods across all sectors.It’s great, since this is our sweet spot.”

CEO & Founder in Peruvian Pima Tee & Chinese Twill Chinos

Grana has also expanded its global shipping footprint from its Hong Kong warehouse, adding more than 50 new countries across Asia-Pacific and Europe.

“We now ship cross-border to over 60 countries and are well positioned to further drive the projected total revenue of e-commerce in Asia to double, over the next five years to US $1.4 trillion”, said Grana.

He said the new markets were the result of direct consumer demand to ship into their countries.

Grana China will be targeting the emerging middle-class consumer seeking trusted quality goods at a lower price-point from online luxury and fast-fashion retail brands currently in the market. The company hopes its exposure through celebrities such as Gigi Hadid, Jessica Alba and Lily Collins will be important factors in luring Chinese consumers to the brand.

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Grana China flagship localised

Grana’s flagship store on Tmall has been localised to provide the Chinese consumer with detailed information on product description pages that focus on its trusted and best-selling fabrics, garment production and key styles. Given the consumer preference for more guidance on size and fit, online shoppers will soon have access to customised size guides with measurement details sharing recommended sizing to purchase its modern essentials. This customised size guide is different to the size guide available on and more tailored for Chinese consumers.

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“We’ll be introducing our unique value proposition to Chinese consumers focused on sourcing the finest luxury fabrics from around the world, affordable pricing and direct shipping from Hong Kong. This will be crucial to break out amongst fast-fashion and luxury brands,” said Luke Grana.

“On the Hong Kong front, our team can now introduce Grana to Chinese tourists who already visit our showroom and communicate that we ship to their city. It means they can try items offline, place an order and have it delivered by the time they get home – the aim is to bring these offline customers, online for their second purchase”, he said.

Grana China will also offer customer service live on chat online, seven days a week from 10am to 10pm.


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