H&M Group-owned Arket is expanding base beyond Europe for the first time.
Post announcing closure of 8 stores in Italy, the Swedish conglomerate has unveiled plans to broaden the reach of its brand Arket in China through the Alibaba-owned Tmall this autumn season.
Also Read: H&M to permanently shut 8 stores in Italy
The Stockholm-based brand offers a wide range of ready-to-wear apparels and accessories for men, women and children.
Already having garnered a following in China, the brand is looking forward to creating a stronger bond with the creative communities in the region through Tmall. The reach of the B2C platform by Alibaba is unmatched by any other in the country and will help reach the right audience.
Speaking on the entry of the brand in partnership with Tmall, Pernilla Wohlfahrt, Managing Director of Arket, expressed “Partnering with Tmall is a fantastic opportunity for us to meet new customers, and we’re excited to build a store experience that brings together all the different aspects of our brand in a new way.”
Arket is planning to test the nerve of the consumer with the launch of select items on the online store followed by physical stores in China next year after receiving positive response.