The young start-up 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. With over 800% growth globally over the last 12 months, GRANA’s US sales have proven to be their biggest growth market, gaining 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.
Additionally, GRANA announced today its official launch into mainland China opening an online store on Alibaba‘s Tmall – the largest business-to-consumer (B2C) retail platform in Asia.
GRANA’s flagship store on Tmall has been localized 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 the consumer preference for more guidance on size and fit, online shoppers will soon have access to customized size guides with measurement details sharing recommended sizing to purchase its modern essentials. This customized size guide is different to the size guide available on grana.com and more tailored for Chinese consumers.
About GRANA
GRANA is a direct-to-consumer and online apparel brand making modern essentials, using the finest fabrics from around the world, available at low and honest prices. Delivering orders to over 60 countries with a shipping time of two working days. www.grana.com
Strategically headquartered in Hong Kong, GRANA was founded by Australian entrepreneur Luke Grana in 2013 during a trip to Peru where his first discovered Peruvian Pima Cotton, one of the world’s finest cottons at an affordable price. The start-up officially launched in October 2014, raising US$16 million in funding from 500 Startups, Alibaba’s Hong Kong Entrepreneurs Fund, Golden Gate Ventures and MindWorks Ventures.
For more information, please contact [email protected].