Seafolly is set to open their first e-retail store in China this Summer, with plans to share the iconic Australian beach lifestyle with millions of women in Asia’s largest consumer market. The decision to expand into China is supported by evidence that China is the fastest growing swimwear and beach casual wear market in Asia, with an average of 9.6% annual market growth from 2013 to 2017, which will remain strong in the next five years.

China’s major B2C cross-border ecommerce platform, Tmall Global (as a subsidiary of Alibaba Group) has over 70,000 brands and retailers and receives over 40 million unique online visitors daily. Tmall Global is the leading platform for overseas brands and retailers to reach Chinese consumers, build brand awareness and gain valuable consumer insights in forming their overall China strategy. Seafolly plans to ride on the country’s prosperous online shopping trend by launching the first official direct retail store on Tmall Global with a series of marketing campaigns to support the brand’s developmentinto the new market.