Retail in Asia

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Grana expands into Mainland China, opens store on Alibaba’s Tmall

Japanese Denim Shirtb Grana Tmall Alibaba China Chinese Consumers News - Retail in Asia

Today Grana, one of Asia’s fastest growing eCommerce disruptors in the apparel industry, with US $16 million in funding, announced its official launch into mainland China opening an online store on Alibaba’s Tmall – the largest business-to-consumer (B2C) retail platform in Asia.

The Hong Kong-based startup has also announced global shipping, adding more than 50 new countries across Asia Pacific, Southeast Asia and Europe to introduce its obsession with high-quality fabrics and bring affordable luxury basics to millennial consumers. This expansion comes from direct consumer demand to ship Grana’s modern essentials cross-border into their countries.

With today’s official entry into the Chinese market, the young startup aims to meet demand from the emerging middle-class seeking trusted quality goods at a lower price-point from online luxury and fast-fashion retail brands currently in the market.

SEE ALSO: EXCLUSIVE: Grana introduces free returns at 7-Eleven outlets in Hong Kong

To drive its market penetration, Grana’s increasing brand awareness in the US – it’s biggest growth market and traction with celebrities including Gigi Hadid, Jessica Alba and Lily Collins, wearing its products for everyday looks to red carpet appearances, will be important factors to attract the Chinese consumer.

“We appreciate the strong and strategic partnership with Alibaba supporting our expansion plans onto Tmall. It’s a pinnacle time for the company right now and it’s promising to see Chinese millennial consumers and online shoppers around the world becoming more sophisticated in how they shop, encouraging brands to disrupt the cost of quality goods across all sectors.

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It’s great, since this is our sweet spot. We now ship cross-border to over 60 countries and are well positioned to further drive the projected total revenue of eCommerce in Asia to double, over the next five years to US $1.4 trillion”, said Luke Grana, CEO & Founder at Grana.

Grana’s flagship store on Tmall has been localised to provide the Chinese consumer with detailed information on product description pages that focus on its trusted and best-selling fabrics, garment production and key styles.

SEE ALSO: Hong Kong fashion startup GRANA raises US$10 million

Given the consumer preference for more guidance on size and fit, online shoppers will soon have access to customised size guides with measurement details sharing recommended sizing to purchase its modern essentials. This customised size guide is different to the size guide available on and more tailored for Chinese consumers.

“We’ll be introducing our unique value proposition to Chinese consumers focused on sourcing the finest luxury fabrics from around the world, affordable pricing and direct shipping from Hong Kong.

This will be crucial to break out amongst fast-fashion and luxury brands. On the Hong Kong front, our team can now introduce Grana to Chinese tourists who already visit our showroom and communicate that we ship to their city. It means they can try items offline, place an order and have it delivered by the time they get home – the aim is to bring these offline customers, online for their second purchase”, says Grana.