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Aussie-led fashion startup expands in China

Hong Kong-based fashion startup Grana yesterday opened an online store on Alibaba’s Tmall platform, marking its official launch into mainland China.

The online-only clothing company started by Aussie Luke Grana has also announced global shipping, bringing its affordable luxury basics to millennial consumers in more than 50 new countries across Asia Pacific, Southeast Asia and Europe.

The company said the expansion comes from direct consumer demand for its modern essentials to be shipped cross-border into more countries.

Grana said its increasing brand awareness in the US – its biggest growth market – and traction with celebrities including Gigi Hadid, Jessica Alba and Lily Collins, who have worn Grana products for everyday looks to red carpet appearances, will be important factors to attract the Chinese consumer.

With US$16 million in funding, the fashion startup aims to meet demand from China’s emerging middle-class seeking trusted quality goods at a lower price-point from online luxury and fast-fashion retail brands currently in the market.

“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,” Grana CEO and founder Luke Grana said.

“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 e-commerce in Asia to double, over the next five years to US$1.4 trillion,” he said.

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.

Given 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,” Grana said.

“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.”

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