As part of its global expansion plans, the health and wellness retailer has announced that it will be launching a flagship store on Chinese e-commerce platform, Tmall.

The brand has already launched more than 40 of its most popular products on the Tmall platform, including collagens and fish oils. In an effort to build trust and brand awareness with their Chinese customers, the brand has partnered with a number of popular Chinese influencers on everything from posts to live stream events to bring Holland & Barrett to life.

To support the new store, Holland & Barrett has also launched three new social channels across the Weibo, WeChat and RED platforms. The retailer has already formed longstanding partnerships in other key Asian markets including South Korea, Singapore and Hong Kong.

Holland & Barrett Head of International Business Development Tom Pamment said: “We have been really encouraged by the initial performance and we’re excited by the potential for Holland & Barrett to become a destination for local Chinese customers who are seeking a trusted, high quality health and wellness brand with strong provenance, exciting innovation and offering great value.”