Fashion retailer Abercrombie & Fitch is set to launch on Alibaba’s ecommerce marketplace Tmall from July 26.
The online retail giant has sold Hollister, owned by Abercrombie & Fitch, on its marketplace since 2014. It will now stock a full range of the brand’s stock, along with Abercrombie Kids items.
Abercrombie & Fitch already has 10 physical stores in China, but it aims to make further inroads into the lucrative Chinese market with the retailer pointing out that Alibaba‘s users and their target market are perfectly aligned.
Eighty per cent of Alibaba‘s gross merchandise value takes place through mobile, and Abercrombie & Fitch have said they were exploring ways to provide additional omnichannel capabilities.
“Alibaba Group places a strong emphasis on consumer engagement, which aligns with our focus on creating a unique online brand experience for our customers, as well as facilitating a seamless and frictionless shopping experience,” Abercrombie & Fitch chief executive Fran Horowitz said.
“Building on our Hollister brand’s successful partnership with the leader in China’s online retail space, we are excited to bring our A&F brand experience to the broader Chinese market, beyond the reach of our physical stores through Tmall.”
The retailer’s stocks recently plummeted after it abandoned plans for a possible merger.
Despite interest from rival retailers like American Eagle the process, thought to be a potential lifeline for the retailer which has seen 16 quarters of decline in a row, was axed.