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GANNI launches direct-to-consumer experience in China via Tmall

Lauretta Roberts
16 June 2021

GANNI, the Danish contemporary brand credited with introducing the playful "Scandi 2.0" sense of style, has launched a direct-to-consumer experience in China via Tmall.

The brand, which has to date only been available to Chinese consumers via wholesale partners, will officially launch on Alibaba's marketplace on 28 June.

A new tailored experience on Tmall will give GANNI fans in the country access to a wider range of products, as well as product drops that are exclusive to the brand.

The move marks a major milestone in GANNI's Asian expansion and localisation efforts, following the launch of GANNI.com in South Korea earlier in January 2021.

To support the launch GANNI is also launching its presence on Chinese social media platforms Weibo, WeChat and Little Red Book, and is planning some Tmall launch events including live streams with KOLs (key opinion leaders), #GANNIGirls Love Forever festivals, exclusive products, gifts and more.

Across channels its community members will be able to explore the brands various collections, discover the brand story, be inspired by the movement of #GANNIgirls (the brand's ambassadors), as well learn more about the brand's efforts to become more responsible. GANNI will launch on Tmall with its latest collection, SS 21 and Pre-Fall 21.

GANNI creative director Ditte Reffstrup said: “This is such an exciting step for us and for our Chinese community. We’ve seen a massive amount of love and support over the years from our Chinese GANNI Girls, so we are super excited to finally bring our brand universe to Chinese e-commerce and connect more closely with our local community. I can’t wait to show our Pre Fall 21 collection to our community, a collection that notably consists of 71% responsible fabrics.”

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