Taobao adds Bestseller brand

October 15, 2009 - China

Bestseller Fashion Group, member of the Danish Bestseller Group and one of the biggest clothing companies in China, has opened a flagship online store on Taobao’s Taobao Mall, featuring Bestseller’s popular Jack & Jones brand.

“E-commerce is clearly our next logical step in terms of better serving our existing customers while also reaching a broader geographic and demographic base, so the only question was how best to do it,” said Dan Friis, co-founder of Bestseller Fashion Group. “Based on its continued strong growth and reach across the nation, reputation for focusing on customer satisfaction, and its dynamism in handling intellectual property protection, we felt Taobao was the obvious choice.”

“We believe Bestseller will be a tremendous addition to Taobao Mall, particularly in terms of our focus on expanding Taobao users’ access to quality brands and products in an environment dedicated to customer service and satisfaction,” said Jonathan Lu, president of Taobao. “The continued expansion of Taobao Mall is part of our overall approach to broadening the platform into a lifestyle community where our users not only shop, but also work, learn and socialize.”

Founded in 1975 in Denmark, Bestseller Group has presence in 41 countries around the world with more than 5,000 concept stores and 12,000 authorized retail locations. Bestseller Fashion Group was established in 1996 and has steadily grown into one of the largest fashion companies in China with brands such as Jack & Jones, Vero Moda, Only and Selected. Bestseller Fashion Group will build on its strong presence in the top three tiers of Chinese cities, where it has nearly 2,200 retail locations, and aims to reach more of its fashion-forward customers across China through an online presence on Taobao. The company plans to successively introduce its other fashion brands including Vero Moda, Only and Selected onto Taobao Mall.

Taobao Mall, launched in April 2008, was established as a B2C platform for corporate retailers to offer Taobao users greater shopping selection. Bestseller Fashion Group joins the ranks of major international and domestic brands such as Uniqlo, Procter and Gamble, Lenovo and Li Ning, who have all launched official online retail storefronts in Taobao Mall.

Merchants on Taobao Mall undergo an authentication and verification process, in addition to agreeing to provide rigorous customer satisfaction and protection measures such as a seven-day, no-questions-asked refund. Popularity of the heightened customer protection and satisfaction measures proffered by Taobao Mall stores among Taobao shoppers is reflected in the strong growth in sales volume since its launch.

According to market survey, nearly 60 percent of Chinese online shoppers have bought clothing online and apparel has long been one of the top selling categories on Taobao. The alliance between fashion industry and Internet has become a mainstream trend, and this strategic partnership between Bestseller and Taobao is a clear indicator that more and more multinational businesses have recognized the significance of e-commerce in the Chinese market. It further highlights the growing trend of online retailing becoming a key avenue for global brands to increase their breadth and depth of reach in China.