UK supermarket Iceland partners with JD.com to launch flagship store in China

UK supermarket chain Iceland launches flagship store in China

Supermarket chain Iceland is set to launch in China with an online flagship store in partnership with China’s largest retailer JD.com.

The UK supermarket brand, which is best known for its own-brand frozen goods, will launch its store on JD Worldwide, the retail giant’s cross-border e-commerce platform. The store will sell Iceland’s own-brand products such as biscuits, cereals and sauces along with a selection of other branded products including cosmetic brands such asPulsin, Re-gen, and Soft and Gentle.

Sir Malcolm Walker, the founder of Iceland, said in a statement, “Iceland never stands still. The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act. JD.com is a magnificent partner for us and we are excited to see the response of customers in China to our product range.”

Yang Ye, general manager of JD Worldwide, said, “With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market. Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers.”

The move comes as JD.com, as well as its rival Alibaba, focus on the UK market in a bid to grow the selection of international brands available to Chinese consumers. The moves are part of both brand's strategies to grow cross-border sales as Chinese consumers increasingly embrace quality over price.

The number of UK brands available on JD.com has doubled over the last two years with brands such as Dyson, Clarks, Johnnie Walker and Lipton proving popular with Chinese consumers. JD.com sales Dyson sales on JD have increased by more than 60 fold.

JD.com has committed to selling £2bn worth of UK goods to Chinese consumers over the next two-to-three years.

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