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Emma Bridgewater hails success in China

Emma Bridgewater has said its sales on China’s Tmall have reached 10% more than the forecasted figures for its current financial year. The hand-made and hand-decorated… View Article

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Emma Bridgewater hails success in China

Emma Bridgewater has said its sales on China’s Tmall have reached 10% more than the forecasted figures for its current financial year.

The hand-made and hand-decorated pottery brand launched on the Alibaba owned platform in 2019 as part of its international growth plans.

In addition, sales are up 49% compared to 2020 with more than 20,000 mugs sold in China so far.

Emma Bridgewater has attributed the success to  its strategic partnerships with TP Magic Panda, which handles the Tmall Marketplace store, and Hylink Digital Solutions, which delivers targeted brand outreach.

The company said it is continuing to adapt to the Chinese market by expanding its product offering and moving key product lines to a bonded warehouse in China to improve the customer experience. Personalised items, which are hand-painted in the Emma Bridgewater factory in England, now account for 10% of sales in the territory.

Ntola Obazee, trading director at Emma Bridgewater, said: “We could not be more thrilled with the sales figures and forecasts in China. This is a big priority for the business, and we are so pleased to see Chinese customers filling their homes with Emma Bridgewater.”

Image courtesy of Emma Bridgewater

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