Retail in Asia


Hungary’s Nanushka launches on Alibaba’s Tmall, opens Shanghai store

Nanushka, the Budapest-based fashion house, has recently launched on Alibaba Group’s business-to-consumer marketplace Tmall and opened a store in Shanghai.

The fast-growing brand, worn by Michelle Obama, Yang Mi and Billie Eilish, is out to make a big splash in China, targeting nine stores across the world’s second-largest economy by 2026.

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“China continues to be at the very forefront of the luxury sector and presents a significant long-term opportunity for us,” Nanushka’s CEO Péter Baldaszti said in a statement on Monday.

Nanushka’s China push is part of a broader international expansion that is currently underway. The brand has opened brick-and-mortar stores in New York and London since 2019 to complement its flagship store in Budapest.

Yet, China is still likely to be the brand’s biggest investment and the largest footprint in the coming years. Last month Nanushka opened a Shanghai store in the upscale IAMP shopping mall. They are engaging and collaborating with locally based creatives in order to build a community around their Shanghai store.

Source: Nanushka

Next up, Nanushka plans to open a store by the end of 2022 in the center of Chengdu, the capital of China’s southwestern Sichuan province.

“We believe that a combined strategy of having a strong physical and digital presence for our customers is essential to enabling our customers to connect with our brand,” said Baldaszti, who is also the CEO of private equity firm Vanguards, Nanushka’s owner

Led by husband-and-wife duo Sandra Sándor and Baldaszti, who co-founded the brand in 2006, Nanushka’s core design principles are centered on craftsmanship and sustainability with a modern minimalist aesthetic.

The brand’s show at Paris Fashion Week referenced industrial bohemian chic and included coats made out of vegan leather. Nanushka publishes sustainability reports and is a Signatory of the UN Fashion Charter.

Nanushka’s global rollout push comes as the climate crisis weighs on purchasing decisions worldwide. A recent survey found that 90 percent of Chinese consumers already know the importance of sustainable shopping.

“[Nanushka’s] minimalist, bohemian pieces, which are designed with responsible materials to reduce the environmental impact of production, perfectly aligns to the changing wants and needs of consumers on Tmall,” said Mei Chen, Alibaba’s Head of Fashion and Luxury for the UK, US and Northern Europe.

Alibaba is targeting Scope 1 and 2 carbon neutrality by 2030 and is working with global brands to offer more climate-friendly choices to Chinese consumers.

Nanushka is making its Tmall debut just ahead of the world’s largest shopping event, 11.11, also known in China as Single’s Day.

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This year, more than 10 luxury brands will make their 11.11 debut on Alibaba’s Tmall Luxury Pavilion, where affluent Chinese consumers shop for premium brands.

“We look forward to celebrating [Nanushka’s] first 11.11 Global Shopping Festival and watch them build rich and meaningful connections with consumers through our digital platform,” said Alibaba’s Chen.

Source: Alizila