Supermarket chain Iceland has partnered up with JD.com to launch an online flagship store in China.
Founder Sir Malcolm Walker said it “was time to act” as his business unveils expansion plans into the Chinese market for the first time.
The frozen foods specialist will launch a store on JD Worldwide, the retail giant’s cross-border e-commerce platform.
They’ll start by selling own-brand products including biscuits, cereals and sauces, as well as a selection of branded products including cosmetics like Pulsing, Re-gen and Soft and Gentle.
“Iceland never stands still. The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act,” Walker said in light of the expansion plans.
“JD.com is a magnificent partner for us and we are excited to see the response of customers in China to our product range,” he added.
“With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market,” Yang Ye, general manager of JD Worldwide stated.
“Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers,” Ye added.
The expansion comes as JD.com looks to step up its game against rival Alibaba, focusing on the UK market to grow its selection of international brands available to customers.
JD.com has committed to selling £2 billion worth of UK goods to Chinese consumers in the next two to three years.