British upmarket department store Fortnum & Mason is announcing the partnership with e-commerce accelerator Pattern to expand its online business to China.
Pattern will act as Fortnum & Mason’s Trade Partner, supporting every aspect of running its new flagship store on Tmall Global, China’s largest cross-border online marketplace.
Fortnum & Mason, the 315-year-old British retail and hospitality brand, already has established brand awareness with affluent Chinese consumers. In 2019, the brand opened in Hong Kong its first fully-owned and operated shop and restaurant in Asia, as a gateway to strengthen customer connections across the region.
The new Tmall Global flagship store will feature an edit of Fortnum’s most famous products for the Chinese consumers, including Fortnum & Mason’s famous teas, biscuits, hot chocolate, wine & spirits, teaware and wicker hampers – each of which plays a large part in its centuries of history and largely relevant to the Chinese consumer behaviour today with the importance of elevating lifestyle experiences.
Fortnum & Mason will work closely with Pattern to complement its range with product and brand content to build awareness and engagement with the potential Chinese consumers, including plans for live streaming on Tmall’s Taobao Live platform.
