Australian Fashion Labels has announced the launch of its label C/MEO Collective on Alibaba Group’s business-to-consumer marketplace, Tmall.
The move launch marks an important shift in focus for Australian Fashion Labels as it gears up its strategy in China, chairman Dean Flintoft said.
“China is now really at the forefront of retail innovation and we see localisation of channels as crucial to being relevant in this market.
“We are excited to now be able to offer a comprehensive representation of the C/MEO brand to the nearly 700 million consumers on Tmall and Alibaba’s retail marketplaces.”
Australian Fashion Labels has four apparel brands - C/MEO Collective, Keepsake The Label, Finders Keepers and The Fifth Label - which are currently stocked in over 300 stores across Greater China.
It also has a satellite team based in Shanghai.
Australian Fashion Labels China CEO Mei Ping said the brand has strong appeal in the market.
“With C/MEO already having gained such strong traction in China via social media and via its marketplace presence we wanted to respond to the enthusiasm for the brand and make it more accessible to our customer base in China."