Tricker’s signs new trading partnership for China with Melchers

Northampton footwear brand Tricker’s has signed an exclusive distribution partnership with Melchers China to develop a multi-channel distribution business in China mainland and Hong Kong.

A dedicated website and WeChat shop, along with wholesale distribution and traditional retail is all part of the plan.

The Melchers China organisation is a member of the globally operating Melchers Group, headquartered in Bremen, Germany. It established its first Asian branch in Hong Kong in 1866, and the company has been engaged in doing business in Asia ever since.

Britain has some of the most luxurious brands, and brands with real heritage like Tricker’s, which are hugely popular among Chinese people. The new partnership will capitalise on China’s e-commerce market by developing the Tricker’s brand on Chinese social media and e-commerce platforms.

With the wealth of experience Melchers has operating in the China market, the brand will connect with the Chinese audience directly through Weibo and WeChat - offering unique experiences that will connect luxury customers’ social and online lives to Northampton’s finest welted footwear products.

Martin Mason, Managing Director at R. E. Tricker Ltd, commented: “Digital presence is such an important part of the luxury customer journey in China, and continuing our history of exporting the very best of Northampton footwear, we wanted to develop this connection by merging social media and the store experience to capitalise on the way Chinese customers are engaging with brands.

“We are thrilled to be partnering exclusively with Melchers on this distribution partnership which is a step-change in our ambitions for the next phase of developing our business throughout China mainland and Hong Kong.”

Anton Melchers, CEO of Melchers China said: “Chinese shoppers account for more than a third of the global luxury consumption today. Luxury consumption is highly influenced by domestic online touch points, with Chinese consumers preferring a highly curated, personalised social experience.

“The sophisticated consumers are looking for authentic brands with a unique history and positioning. Tricker’s shoes are known for their high craftsmanship, comfort, individuality, and premium quality. We share Tricker’s values and vision of a long-term oriented partnership to develop the Chinese market.”