Fashion brand G-Star, from Amsterdam, has become Chinese Alibaba's strategic trade partner, which means its collections will now be available on the eCommerce giant's platforms.
Alibaba's sales platform Tmall will sell G-Star's shoes, clothing and accessories. Dutch website Twinkel writes the company had joined a trade mission to China to discuss possible online sales there and it seems that trip has turned out to be a success.
G-Star is currently available in seventy countries and has its own web shop in 55 countries. China is one of those countries with its own G-Star web shop, but a deal with Alibaba could further expand its reach across the country.
It is not the first Dutch brand that has tried to expand its Chinese reach through Alibaba. Albert Heijn already trialed a Tmall-based web shop recently. Even German discounter Aldi launched its online sales on Alibaba's online platform.