NEW YORK — JP Selects, the e-commerce site devoted to sustainable and ethical brands, has forged a partnership with, China’s leading luxury and fashion shopping site.

This story first appeared in the April 26, 2012 issue of WWD. Subscribe Today.

Backed by a $100 million investment from KPCB and Warburg Pincus, employs 1,300 people and has offices and warehouses in Shenzhen, Beijing, Shanghai and Hong Kong. Founded in 2008, features products from more than 2,000 brands including Coach, Bottega Veneta, Prada, Marc Jacobs, Tory Burch, Gucci, Dior and Polo Ralph Lauren. The site focuses on such categories as clothing, shoes, bags, cosmetics and home decor.

The new partnership allows JP Selects to tap into the rapidly growing online consumer market in China. currently reaches two million registered users and generates four million online page views a day. For, the deal gives it the opportunity to bring in over 400 previously unavailable, sustainable and ethical, mainly American brands to the Chinese market.

“This partnership is highly significant because it allows us the unique opportunity to export the highest quality, ethical American brands to the previously near impenetrable Chinese market for the first time. Our goal is to become the global benchmark within the sustainable and ethical online marketplace,” said Paolo Fidanza, chief executive officer and co-founder of JP Selects.

Fidanza told WWD that JP Selects and will invest several hundred thousand dollars each in the venture. He said JP Selects will invest in the sourcing of the brands, and will create the platform and marketing. The launch is slated for June 15. In the beginning, Fidanza said, the JP Selects products will be shipped from the U.S., but eventually they will be shipped from Hong Kong.

Internet penetration in China presently reaches 28 percent of the population, with 187 million people shopping online last year. By 2015, an estimated 360 million Chinese people are expected to become online shoppers.

JP Selects features such categories as home and lifestyle, health and beauty, jewelry and accessories and fashion and clothing. Each of the brands is vetted and tested by the JP Selects team to ensure their quality and the sustainability of their production. Fidanza noted that JP Selects approves one out of every 10 brands that apply. Each brand on JP Selects gives a portion of its profits to select causes. Each time a purchase is made on JP Selects, a portion of that sale goes to a social or environmental cause. John Paul DeJoria, co-founder of John Paul Mitchell Systems, Patron Spirits and ROK, is also co-founder of JP Selects.

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