// Holland & Barrett launches flagship store on the chinese ecommerce platform Tmall
// To mark the launch the health retailer has launched 3 new social channels
The health and wellness retailer Holland & Barrett has announced it will be launching a flagship store on the Chinese ecommerce site Tmall as part of its global expansion plan.
The retailer has already launched more than 40 of its most popular items on the site, including collagen and fish oils.
To support marketing of the new store, Holland & Barrett has also launched three new social channels across the platforms Weibo, WeChat and RED
Holland & Barrett head of international business development Tom Pamment said: “We have been really encouraged by the initial performance and we’re excited by the potential for Holland & Barrett to become a destination for local Chinese customers who are seeking a trusted, high quality health and wellness brand with strong provenance, exciting innovation and offering great value.”
The wellness retailer has already formed longstanding partnerships in South Korea, Singapore and Hong Kong where it takes part in popular sales promotions, including Chinese New Year and Singles’ Day.
Holland & Barrett international marketing manager Katie Holloway said: “A key part of our launch plan was to increase our partnerships with influencers and key opinion leaders, who are incredibly important in this market.”
“We are working with popular Chinese influencers on everything from posts to live stream events to bring to life how Holland & Barrett can help to navigate the world of wellness. This approach is helping us build trust and brand awareness with our Chinese customers.”