French etailer La Redoute is partnering with Asian ecommerce company Azoya to expand into the Chinese market.
The deal signals a major expansion for the French company, introducing more than 100,000 SKUs through a new website laredoute.cn.
The company decided to set up an independent website instead of going through traditional online Chinese marketplaces, as it wants to set up its own sustainable logistics solution rather than relying on bulk imports and local stock.
Saida Gallouj, international development director of La Redoute, said: “We met Azoya last year when we were considering the strategies to expand to China.
“We were looking for the right local partner, who has a solid knowledge of this new market, the Chinese culture and consumption patterns and offers services equivalent to an extension of our teams on site. Azoya has emerged very naturally with its turnkey solutions for cross-border business and the agility of its management model.”