Holland & Barrett opens flagship store on Tmall

Holland & Barrett has launched a flagship storefront on Chinese ecommerce site Tmall as it continues to expand globally.

The British retailer has released over 40 of some of its most popular products, including best sellers such as fish oils and collagen.

Holland & Barrett already has a presence in Asia, with partnerships spanning South Korea, Singapore and Hong Kong, where it partakes in popular local sales holidays such as Chinese New Year and Singles’ Day.

The new storefront on Alibaba’s Tmall will enable exposure to over 500 million consumers in China.

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“We have been really encouraged by the initial performance and we’re excited by the potential for Holland & Barrett to become a destination for local Chinese customers who are seeking a trusted, high quality health and wellness brand with strong provenance, exciting innovation and offering great value,” Holland & Barrett head of international business development Tom Pamment said.

The new store will be aided by marketing campaigns on three of China’s most popular social media sites, Weibo, WeChat and RED.

Holland & Barrett international marketing manager Katie Holloway added: “A key part of our launch plan was to increase our partnerships with influencers and key opinion leaders, who are incredibly important in this market.

“We are working with popular Chinese influencers on everything from posts to live stream events to bring to life how Holland & Barrett can help to navigate the world of wellness.

“This approach is helping us build trust and brand awareness with our Chinese customers.”

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