Jack Russell Emporium, the new online department store set up to take UK brands to China, will launch at the end of this month with 10 partners.
Footwear brand Tricker’s, suit business Berwin & Berwin and young fashion label Lambretta all hope to break into the lucrative Chinese market through the platform, which is run by a consortium of retail bosses.
Menswear brand Grosvenor and sock label Peper Harow are also among those signed up. The remaining five brands have not been disclosed.
Jack Russell Emporium is led by ex-Primark buying and merchandising director Julian Kilmartin as chief executive. Adrian Potts, owner of the Jack Russell clothing brand, is creative director, and former Burberry senior vice president of menswear Stan Tucker is a special advisor.
Ex-Land Rover managing director Harry Reilly serves as chairman. Nigel Sims, former managing director of musical instrument retailer Premier Music, is financial director and head of operations.
Jamie Powell, former managing director of Jonathan Saunders, has invested in the venture, as has Burberry’s former managing director of manufacturing Evelyn Suszko.
Jack Russell Emporium will operate on China’s second biggest online platform JD.com, as well as build local language sites for each brand. Distribution will be handled from a warehouse in Rutland, East Midlands, and take around 21 days to reach China.
The business hopes to attract up to 100 brands within the next 18 months.
A number of UK brands recently told Drapers they had shaken off fears over China’s economic woes and planned to expand in the country.
UK retailers faced lower footfall and sales from Chinese tourists during this year’s Golden Week following the devaluation of the yuan in August, according to tax-free spending firm Global Blue.