British footwear brand Tricker’s is to enter Mainland China and Hong Kong after a partnership agreement was signed with Global Company Melchers. 

Through this exclusive partnership, Tricker’s will develop a multi-channel distribution business in the region, offering a full range of products to Chinese customers. Besides wholesale distribution and traditional retail, Tricker’s will launch an online store and WeChat shop to further reach its audience. 

According to Martin Mason, MD at R E Tricker, the company will improve its digital presence by merging social media and the store experience to capitalise on the way Chinese customers are engaging with brands. 

“This was the world in which the first retail orders for Tricker’s shoes were secured and although separated by 200 years history, the new digital and physical marketplaces in China Mainland and Hong Kong will be just as transformational for our business.”

The launch comes at the time when Chinese shoppers account for more than a third of the global luxury consumption. CEO of Melchers China, Anton Melchers, said that luxury consumption is highly influenced by domestic online touch points, with Chinese consumers preferring a highly curated, personalised social experience. 

“Tricker’s shoes are known for their high craftsmanship, comfort, individuality, and premium quality,” Melchers said.

“We share Tricker’s values and vision of a long-term oriented partnership to develop the Chinese market.”