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Fashion Union kicks off international expansion in China

Young fashion etailer Fashion Union will make its first move overseas after signing a deal to launch in China.

The Manchester-based business is teaming up with Chinese ecommerce firm IZP to launch via its Haixuan.com platform within the next eight weeks.

Fashion Union also aims to launch its own dedicated sites in Australia, the US, France and Germany in the next 12 months.

Chief executive Pawan Khosla told Drapers international expansion was “the next step” for the company, which was founded in 2009.

“We already deliver products internationally, but we’re looking into launching dedicated sites,” he said. “The initial Chinese launch will give us a foothold [in China] and then we’ll see where it takes us.”

Fashion Union is also launching a TV ad campaign for the first time in the UK next month.

“We need to raise awareness of who we are. Fashion Union is not quite a household name and the TV launch will drive the business forward,” Khosla explained. “We’re growing and we need to be one step ahead of the competition. We need to be able to fulfil the demand from our customers.”

 

Readers' comments (1)

  • Selling coals to Newcastle! From a company that has an office near Sunderland.

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