Filippa K opens a flagship store on Tmall, an e-commerce platform owned by China’s Alibaba Group. The expansion into China is part of the Swedish fashion label’s international growth strategy, Alibaba announced on Wednesday.
“The house has a unique position within premium fashion, offering an unmistakably Scandinavian design perspective rooted in sustainability,” said Filippa-K Managing Director Rikard Frost. The Scandinavian label, known for its minimalist design language, expects its commitment to sustainable fashion to help appeal to Chinese consumers, according to the release.
Mei Chen, Alibaba’s Head of Fashion and Luxury for the UK, US and Northern Europe, added that there is high demand for “timeless Scandinavian design and quality products with a sustainable profile” in China.
The current autumn/winter fashion by Filippa K, as well as the core collections of the minimalist label, are now available on the platform. The first collection by the new German-Finnish creative director Liisa Kessler will also follow in November. Kessler follows in the footsteps of Filippa K founder Filippa Knutsson, who left her role as creative director in 2019.