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HK fashion startup breaks into Chinese market via Tmall

Nayela Deeba | July 19, 2017
The move enables Grana to bring offline customers online, which may help encourage additional or repeat purchases.

GRANA's fitting room in its showroom in Hong Kong
Fitting room at the retailer's showroom. Credit: Grana.

Hong Kong's fashion startup, Grana, has expanded into China with the launch of its flagship store on Alibaba's online retail platform Tmall.

The move aims to target the middle-class millennial consumers in China who are seeking high-quality fabrics at affordable prices. 

To do so, its store on Tmall has been designed to address the needs of Chinese consumers. For instance, Chinese shoppers will have access to customised size guides with measurement details, which differ from the ones on its official webpage ( and  are specifically tailored for Chinese consumers. 

Being on Tmall also "brings offline customers, online" which may help encourage additional and/or repeat purchases, according to Grana. This is because it enables Chinese tourists who visit the Grana's showroom in Hong Kong to physically try items, place an order for the item of their choice on Tmall, and have it delivered to their homes in China.

Besides Chinese tourists, Grana also ships to other countries in response to the high demand from millennial consumers globally. "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," expressed Luke Grana, CEO, Grana.


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