Jul. 31 - House of Fraser (HoF), the British quintessential department store, opened its overseas flagship store on Tmall.hk, bringing in the noble and elegant British style. This suggests that HoF is accelerating its entry into China both online and offline, which will give Chinese consumers easier access to “British-style business services”.

Currently, HoF’s official overseas flagship store (https://houseoffraser.tmall.hk) has begun trial operation, with a total of 147 trendy British-style products on sale, including men’s, women’s and children’s wear and accessories, as well as home fashion, etc. HoF has been appealing to consumers in the UK for its rich and unique house brands, some of which have been offered for sale on its Tmall.hk store, such as the house brand Dickins & Jones, the cooperative brand United Colors of Benetton.

HoF’s Tmall.hk store has unique offerings with tempting price. All its merchandise are dispatched from the warehouse of Shanghai Free Trade Zone, and reach the consumers via cross-border e-commerce transactions. With such direct purchase, it will spawn benefits to domestic consumers. Presently, the trial operation of HoF’s Tmall.hk store is faring well with incremental turnovers.

It is learned that after two months of trial operation, HoF will launch thousands of goods on Tmall.hk in October. Sharing real-time inventory with the UK, the commodities will be directly delivered from its warehouse in the UK. By then, HoF’s concession brands will amount to over 100; among them are the British luxury footwear brand Dune, British high-end fashion brands Mint Velvet, Phase Eight, etc.

More thrilling news: HoF UK is poised to offer merchandise for Tmall’s “Double 11” (namely, November Eleventh) discount day; for example, the best-selling Luxury Hotel bathroom supplies under the brand of Linea Home.