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Video: How a male grooming brand found success in China

by Antoaneta Becker
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A new video series produced by Alibaba explores the role China has played in the growth of three British brands with a particular focus on the challenges of expanding internationally amid the Covid-19 pandemic, this time featuring Hawkins & Brimble

Hawkins & Brimble started in 2016 after founder Stephen Shortt noticed a gap in the market for high quality and diverse men’s skincare and grooming products. Building the brand around the concept of the ‘British gentleman,’ Hawkins & Brimble created a product that embodied style, quality and heritage.

Since joining Tmall Global in early 2020, China now accounts for 25% of Hawkins & Brimble’s business, which Shortt attributes to the image and style-conscious young male Chinese consumer. He believes that demand for Brand Britain will remain and will in fact increase once Chinese consumers can travel and will be able to discover new brands in person.

In the video below, Shortt talks to retail and consumer expert and founder of SW Retail Advisors, Stacey Widlitz, about how insights from Alibaba’s platform have allowed the brand to adapt its strategy as well as manage supply.

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