Retail in Asia


Danish fashion platform Miinto launches on


Europe’s online fashion platform Miinto started its overseas official flagship store on on 8th November, bringing its broadest and finest assortment of fashion clothing and accessories to JD’s over 530 million consumers.

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Miinto joins JD through the Just-In-Time project, which enables cross-border merchants to synchronise products and orders via an integration system, and provides consumers with an upgraded shopping experience through access to trendy products. Miinto aims at offering a rich selection of high-quality products from thousands of European brands to consumers in China.

“There are multiple reasons for choosing to collaborate with JD Worldwide as our starting point in China,” said Konrad Kierklo, CEO of Miinto.

“But the key points are that JD Worldwide is highly trusted by Chinese consumers, and that they ensure that only authentic products go on the platform, which is very important to us,” continued Kierklo.

“Miinto has formed a sustainable ecosystem among independent fashion boutiques, brands, and consumers by utilising innovative technology and cooperation strategy,” said Luke Liu, the Business Director of JD Worldwide.

“The diverse product pool includes a highly curated assortment of premium and luxury goods from the best fashion boutiques in Europe, and will provide great value to JD’s consumers, especially during the Singles Day Grand Promotion,” continued Liu.

Founded in 2009, Miinto is one of Europe’s fastest growing e-commerce businesses that works directly with a highly curated network of fashion boutiques and brands, providing access to a unique assortment that is unparalleled in the industry. Miinto has successfully created a community with individuals who love and are passionate about fashion.

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“We truly believe fashion is created by individuals and their love for self-expression. We are therefore proud that we are now able to give our partners access to one of the most exciting fashion markets in the world,” said Kierklo.

“The longer we are in China, the better we will understand the Chinese consumers and therefore be able to continue to improve and develop our offering to meet their preferences,” continued Kierklo

“JD will leverage its e-commerce capabilities and support Miinto and its boutiques to explore the Chinese market,” said Liu.