European e-commerce fashion platform Miinto expands into China

Danish online fashion platform Miinto has expanded its reach into Asia, launching its first flagship store outside Europe in partnership with JD. 

Miinto joins JD through the Just-In-Time project, which enables cross-border merchants to synchronise products and orders via an integration system. Customers in China now can access a selection of high-quality products from thousands of European brands. 

“There are multiple reasons for choosing to collaborate with JD Worldwide as our starting point in China,” said Konrad Kierklo, CEO of Miinto.

“But the key points are that JD Worldwide is highly trusted by Chinese consumers, and that they ensure that only authentic products go on the platform, which is very important to us.”

The Danish apparel retailer’s first online flagship store in China is part of the company’s strategy to tap into the world’s largest e-commerce market. By launching on JD, the brand will be able to deliver its assortments to JD’s more than 530 million customers. 

“Miinto has formed a sustainable ecosystem among independent fashion boutiques, brands, and consumers by utilising innovative technology and cooperation strategy,” said Luke Liu, the business director of JD Worldwide.

“The diverse product pool includes a highly curated assortment of premium and luxury goods from the best fashion boutiques in Europe, and will provide great value to JD’s consumers, especially during the Singles Day Grand Promotion.”

Founded in Denmark in 2009, Miinto has grown into one of Europe’s fastest growing fashion e-commerce businesses with presence in 13 markets, including Sweden, Germany, France, the UK and Italy.  

“The longer we are in China, the better we will understand the Chinese consumers and therefore be able to continue to improve and develop our offering to meet their preferences,” Kierklo added. 

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