Theory has entered into Chinese e-commerce space by launching its first online store on Alibaba’s Tmall e-commerce platform as well as on Tmall Luxury Pavilion. Credit: Garry Knight.

Theory, a US-based clothing brand owned by apparel retailer Fast Retailing, has entered into Chinese e-commerce space by launching its first online store on Alibaba’s Tmall e-commerce platform as well as on Tmall Luxury Pavilion.

Both stores will feature Theory’s womenswear and menswear portfolio, including Good Wool and autumn-winter 2018 collection available across its brick-and-mortar stores.

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Tmall Fashion and Luxury president Jessica Liu said: “Tmall’s partnership with Theory is a milestone in our continued market leadership in China as the premier B2C platform for fashion.

“Tmall’s partnership with Theory is a milestone in our continued market leadership in China as the premier B2C platform for fashion.”

“We will empower Theory through our unparalleled data-driven consumer insight and New Retail technology to serve and discover fashion consumers across China, as well as build lasting relationship with customers.”

In addition, the deal will see both companies working collaboratively to leverage consumer insights and offer personalised New Retail experiences including the same bonus points, sales benefits and other benefits on both online and offline channels.

Tmall is offering marketing support to Theory such as promoting its merino wool and cashmere clothing brands on Tmall Cashmere Category Day.

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Tmall Fashion vice-president Anita Lyu said: “We will continue to roll out similar campaigns with Theory. At the same time, the brand has already merged its online and offline membership system to ensure the most complete set of rewards and services for its customers across all its online and offline channels.”

Theory currently operates 33 stores across 17 cities in China and will double them in the next three years. It offers contemporary fashion including garments and accessories under Massimo Dutti, Charles & Keith and H&M Group’s COS brands.