Grana's warehouse at its headquarters in Hong Kong.

Direct-to-consumer fashion brand Grana has entered Mainland China through Alibaba’s online store on Tmall.

Grana localized its Tmall store with detailed descriptions of fabrics, and will soon add customized size guides with measurement details not found on its grana.com web site. That’s also because the size guide, which helps consumers determine what size to purchase, has been tailored specifically for the Chinese consumer.

Separately, Grana has expanded its global shipping capability to 50 new countries across the Asia Pacific, Southeast Asia and Europe. Although based in Hong Kong, its biggest growth market is the U.S., boosted by the list of celebrities that include Gigi Hadid, Jessica Alba and Lily Collins who now wear the product line.

Grana was founded by Luke Grana and Pieter Paul Wittgen in October 2014. The company, which raised $16 million in funding, is known for its fabric sourcing around the world. It focused first on Mongolian cashmere, but has since branched out to Peruvian pima cotton, Chinese silks, Irish linen and Japanese denim.

In February, the company expanded to include activewear in its offerings in a line called Grana Move. The line, available for both women and men, has price points between $25 and $45. Also in February, the company introduced a collection of women’s lingerie at price points between $25 to $59. Last year the company added swimwear, and offered four styles of boardshorts for men.

The company targets the Millennial consumer.

 

Japanese denim shirt and Chinese silk slipdress from Grana.  Courtesy Photo

 

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