Retail in Asia

In Shops

FRAME launches with Tmall


FRAME, the Los Angeles lifestyle brand, announced launch with China’s leading B2C e-commerce platform Tmall, on 21 April, 2020.

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FRAME was founded in 2012 by Swedish duo Jens Grede and Erik Torstensson and presents a timeless offering of luxury wardrobe essentials and coveted classics.

FRAME offers a distinctly enduring European aesthetic and contemporary take on effortlessly elevated Californian style; which FRAME looks forward to bringing to the sophisticated Chinese consumer.

For FRAME, this launch marks the brand’s first partnership with an e-commerce player in China and the beginning of FRAME’s presence within the market. Alibaba’s Tmall enables FRAME to connect with the 700+ million annual active consumers across its platforms, supporting the brand as it develops digitized capabilities for this key strategic and digitally advanced market.

“This is an important moment for FRAME, to be a part of a platform dedicated to the world’s leading luxury and fashion brands. We recognise the importance that Tmall brings for international brands’ digital operations and that it is recognised as the gateway to China. We look forward to exploring more future possibilities with Tmall, from exclusive product and interactive consumer experiences, building FRAME’s digital luxury shopping capability in China,” said Jens Grede, Co-Founder and Creative Director of FRAME.

Tmall offers FRAME a stronger understanding of the Chinese consumer, plus their expert knowledge on brand building and consumer engagement.

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“We are looking forward to being a part of Tmall’s Chinese luxury clientele. To capture this unique growth opportunity, becoming a more accessible brand for the many people in China and allows FRAME to test and learn how to meet customers in a new way. We plan to engage with our customers through future activations, providing the consumer with a unique FRAME experience, through the support of Tmall,” said Erik Torstensson, Co-Founder and Creative Director of FRAME.