GRANA expands into China, opens store on Alibaba’s Tmall

Hong Kong-based online fashion startup GRANA has announced its official launch into mainland China, and has opened an online store on Alibaba’s Tmall.

With its official entry into the Chinese market, the young startup aims to meet demand from the emerging middle-class seeking quality goods at a lower price-point from online luxury and fast-fashion retail brands currently in the market.

GRANA’s increasing brand awareness in the US – it’s biggest growth market and traction with celebrities including Gigi Hadid, Jessica Alba and Lily Collins, who have worn its products for everyday looks to red carpet appearances – will be an important factor in attracting Chinese consumers.

GRANA’s flagship store on Tmall has been localised to provide the Chinese consumer with detailed information on product description pages that focus on its trusted and best-selling fabrics, garment production and key styles. Given the consumer preference for more guidance on size and fit, online shoppers will soon have access to customised size guides with measurement details and recommended sizing to purchase its modern essentials. This customised size guide is different to the size guide available on and more tailored for Chinese consumers.

“We appreciate the strong and strategic partnership with Alibaba supporting our expansion plans onto Tmall. It’s a pinnacle time for the company right now and it’s promising to see Chinese millennial consumers and online shoppers around the world becoming more sophisticated in how they shop, encouraging brands to disrupt the cost of quality goods across all sectors. It’s great, since this is our sweet spot. We now ship cross-border to over 60 countries and are well positioned to further drive the projected total revenue of e-commerce in Asia to double, over the next five years to US $1.4 trillion”, said Luke Grana, CEO and founder at GRANA.

Last September, GRANA received minority investment from Alibaba Entrepreneurs Fund.

“On the Hong Kong front, our team can now introduce GRANA to Chinese tourists who already visit our showroom and communicate that we ship to their city. It means they can try items offline, place an order and have it delivered by the time they get home – the aim is to bring these offline customers, online for their second purchase”, says Grana.

The Hong Kong-based startup has also announced global shipping, adding more than 50 new countries across Asia Pacific, Southeast Asia and Europe. This expansion comes from direct consumer demand to ship GRANA’s modern essentials cross-border into their countries.

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