The British Museum has announced it has secured a landmark partnership with online retail giant Alibaba.
Alibaba’s online marketplace Tmall.com will now sell British Museum licensed products to consumers in China from a branded online outlet.
The deal will also see Alifish provide e-retailing and data mining support helping the British retailer tailor its offer to the Chinese market, as well as a range of new physical retail outlets in China.
Drawing in millions of visitors every year, the British Museum is especially popular with Chinese tourists, prompting the new expansion into the region.
“It is an exciting prospect for the British Museum to be working with a company of Alibaba’s stature as part of the Museum’s product licensing campaign,” the museums manager of merchandising and licensing Craig Bendle said.
“The British Museum is a museum of the world, for the world and this programme provides a unique opportunity to share the Museum through both online and physical store activities.
“We are very excited to be showcasing details from the British Museum’s collection exclusively in China on the Alifish licensing platform and to see the establishment of a range of British Museum stores across China, filled with attractive, quality products inspired by objects from the Museum’s collection.”