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Grana.com online fashion expands to mainland China market

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Tinuku ~ Grana.com expands the market to mainland China. Hong Kong-based online fashion retailer founded by Luke Grana will focus on the mainland Chinese market to realize the vision of the Alibaba Entrepreneurs Fund that invested US$10 million Series A in October. E-Commerce online mode through Tmall will target the Chinese market as the second largest market in the world after the United States.

Tinuku Grana online fashion expands to mainland China market

Grana made a strategic expansion into mainland China following a US$10 million Series A funding led by the Alibaba Entrepreneurs Fund in October. Online Retail was established in 2014 in Hong Kong has built a new brand to sell clothes made of expensive fabrics such as silk or cashmere at affordable prices to customers.

"We have been working with Alibaba for the past year for this launch. We expect the US and China to be two major e-commerce markets that will generate at least 50 percent of our sales," said CEO Luke Grana in a statement.

Grana has been serving shipments to more than 60 countries in Asia, Europe, US and Middle East. Grana said the company's revenue increase of 15 percent every month and retail sales of Chinese fashion e-commerce is estimated at US$159 billion in 2017 and will reach US$285 billion by 2021.

The Grana strategy to localize the mainland Chinese market is using Tmall that contains size guides and plans to rearrange many products in Chinese style so that consumers have a better idea of how clothing suits them.

"Granna size is more based on the size of America, so the medium becomes a large item for Chinese consumers. This is to ensure that Chinese customers get the appropriate rights when ordering," Grana said.

The largest Grana market today is the United States which accounts for 30 percent of sales, then the markets of Hong Kong, Singapore and Australia. The company keeps costs down by consolidating inventory, working with delivery partners like DHL and sending all orders from an 18,000 square foot warehouse in Wong Chuk Hang.

"We will cross-border shipments from our warehouse in Hong Kong to the mainland by working with Cainiao as Alibaba's logistics partner. One or two days of delivery time and a big advantage for us is no need to double the number of warehouses and staff costs," Grana said.

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