Fortnum & Mason partners with Pattern to launch Tmall Global store
Fortnum & Mason has announced a partnership with e-commerce accelerator Pattern to expand its online business to China.
Pattern will act as the British retailer’s Tmall Trade Partner, supporting every aspect of running its new flagship store on cross-border online marketplace Tmall Global.
The store will feature an edit of Fortnum’s most famous products for Chinese consumers, including its teas, biscuits, hot chocolate, wine and spirits, teaware and wicker hampers.
Fortnum & Mason will work with Pattern on product and brand content to build awareness and engagement with potential Chinese consumers, including plans for livestreaming on Tmall’s Taobao Live platform.
Carmen Chiu, Regional Managing Director Asia Pacific at Fortnum & Mason, says: “For centuries, Fortnum’s has thrived on delivering a sense of pleasure for our customers and we are delighted to share that with a new audience in China.”
“We are excited and proud to establish our brand and bring a piece of Piccadilly to our Chinese customers before they visit us in London and Hong Kong. Fortnum & Mason is positioned perfectly to create the aspirations for those seeking for high-quality experience to elevate their lifestyle.”
“As a multi-category brand, we can meet the needs for every occasion worth celebrating with something more special. We are also very excited about the journey ahead which will provide us a great deal of learning of the Chinese market as an international brand.”
Pattern Asia General Manager Arthur Cheung, comments: “We are proud to join hands with Fortnum & Mason at this exciting time for the business and will be working together closely to ensure a successful launch for the Tmall Global store.”
“While the Chinese e-commerce market is extremely competitive, there is always space for brands with a strong history and pedigree, who offer unique and authentic products targeted at sophisticated cross-border shoppers.”
He adds: “We look for reputable international brands to partner with, and bring our expertise to support their growth in China. Most importantly, we deliver a data driven approach to trading on Tmall ,with complete visibility for a sustainable partnership.”
