Ganni goes D2C in China with Tmall launch

By

Sandra Halliday

Published
Jun 16, 2021

Expanding Danish fashion brand Ganni — which is one of the best known Scandi labels globally — is entering Chinese direct-to-consumer (D2C) distribution with a launch on Alibaba’s Tmall.

The company, which has been targeting faster international growth in recent periods, will be launching on the giant online marketplace on June 28, giving it access to the platform’s more-than-800-million active users.

Until now, Chinese consumers have only been able to shop Ganni via local stores and its wholesale partners, so this is a big move. It’s the first time the full Ganni offer will be available to shop via the brands’ own tailored experience. That means collections and product drops exclusive to Ganni will be online via the Tmall store, as well as a much broader offer than can be accessed elsewhere.

It’s the latest big move for the brand that reflects its lofty ambitions in Asia generally after it launched its webstore ganni.com in South Korea back in January.

As part of the Chinese launch, it’s also debuting on local social media platforms Weibo, WeChat and Little Red Boo. And it will be running live-stream events with influencers to generate extra excitement around the Tmall store.