Canada Goose Expands Business in China and Enters Tmall Luxury Channel


In recent years, the Tmall luxury channel Luxury Pavilion has many heavy brands joining. After German luxury brand MCM and high-end jewelry brand Qeelin settled in August, the high-end brand Canada Goose also formally settled in Tmall on September 12th


As early as May of this year, Canada Goose announced to establish China headquarters in Shanghai, and cooperate with ImagineXGroup, a well-known brand agent in China, to open a flagship store in Beijing Sanlitun Taikooli and Hong Kong IFC this fall.

At the same time, the E-commerce business in the Chinese market will be launched through the Tmall platform of Alibaba. Now, Canada Goose has officially launched on Tmall, and it is not far from opening its physical flagship store.

Like other luxury brands, the Chinese market is the largest luxury market and one of the main markets for Canada goose. Dani Reiss, president and CEO of Canada Goose, said: “In the past 60 years, Canadian goose has gained a good reputation around the world and have been widely recognized by Chinese consumers.

As a country with extreme weather, Canada and China have long maintained close ties, which makes Chinese consumers have a strong demand for Canada Goose, so we can often see Chinese consumers at Canadian Goose stores around the world.”


Currently, Canada Goose is focusing on the expansion of online e-commerce and overseas markets. It has opened direct-sale stores in 7cities including London, New York, and Tokyo. It plans to open 2,200 stores in 38countries.


Canada Goose has also used its network channel to expand its business to 12 countries, and this time it is ahead of its rival Italian brand, Moncler, to enter Tmall for the online Chinese market.

As the largest B2C retail platform in China, Tmall has a sales volume of 2.11 trillion RMB in 2017, making it the preferred E-commerce platform for all luxury brands. Its luxury channel, Luxury Pavilion, is a luxury platform for high-end users. All brands are officially stationed directly. Since the launch, dozens of luxury brands such as Burberry, Dior, Valentino, Armani, and Givenchy have settled in.


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