British upmarket department store Fortnum & Mason is announcing the partnership with ecommerce accelerator Pattern to expand its online business to China. Pattern will act as Fortnum & Mason’s Trade Partner, supporting every aspect of running its new flagship store on Tmall Global, China’s largest cross-border online marketplace.
Fortnum & Mason, the 315-year-old British retail and hospitality brand, already has established brand awareness with affluent Chinese consumers. In 2019, the brand opened in Hong Kong its first fully-owned and operated shop and restaurant in Asia, as a gateway to strengthen customer connections across the region.
The new Tmall Global flagship store will feature an edit of Fortnum’s most famous products for the Chinese consumers, including Fortnum & Mason’s famous teas, biscuits, hot chocolate, wine & spirits, teaware and wicker hampers – each of which plays a large part in its centuries of history and largely relevant to the Chinese consumer behaviour today with the importance of elevating lifestyle experiences.
Fortnum & Mason will work closely with Pattern to complement its range with product and brand content to build awareness and engagement with the potential Chinese consumers, including plans for livestreaming on Tmall’s Taobao Live platform.
“For centuries, Fortnum’s has thrived on delivering a sense of pleasure for our customers and we are delighted to share that with a new audience in China. We are excited and proud to establish our brand and bring a piece of Piccadilly to our Chinese customers before they visit us in London and Hong Kong,” said Carmen Chiu, Regional Managing Director Asia Pacific from Fortnum & Mason. “Fortnum & Mason is positioned perfectly to create the aspirations for those seeking for high-quality experience to elevate their lifestyle. As a multi-category brand, we can meet the needs for every occasion worth celebrating with something more special. We are also very excited about the journey ahead which will provide us a great deal of learning of the Chinese market as an international brand.”
“We are proud to join hands with Fortnum & Mason at this exciting time for the business and will be working together closely to ensure a successful launch for the Tmall Global store. While the Chinese ecommerce market is extremely competitive, there is always space for brands with a strong history and pedigree, who offer unique and authentic products targeted at sophisticated cross-border shoppers,” said Arthur Cheung, Asia General Manager from Pattern.