Alo is set to open its first e-commerce store in Mainland China on Tmall, giving the US athleisure brand a direct retail channel in the market.

The online flagship will offer more than 300 products and will serve as Alo’s exclusive e-commerce channel in the country.

According to Tmall, the brand will gain access to more than 62 million 88VIP members through the platform.

Gu Di, GM of sports and outdoors at Taobao and Tmall Group, said the partnership would help Alo reach high-value consumers in the country.

“The partnership reinforces Tmall’s position as the go-to choice for global brands in China seeking high-value customers and scalable growth,” Gu said.

The launch follows Alo’s entry into mainland China in June, when the brand established its presence on WeChat and Xiaohongshu, also known as RedNote.

Since then, Alo has introduced an event booking platform through a WeChat Mini Program and appointed Chinese K-pop star Ningning, a member of Aespa, as its brand ambassador.

Maggie Xie, associate director at S&P Global Ratings, said the strategy would allow Alo to build on its existing social media momentum while limiting upfront investment.

“Launching an online store first in mainland China allows Alo to capitalise on its existing social media traction and test consumer demand and product preferences with lower upfront capital expenditure than physical stores,” Xie said.

Founded in 2007, Alo has built a strong following among younger consumers through its California-inspired aesthetic and celebrity endorsements, including Kendall Jenner and Bella Hadid.

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