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British Museum teams up with Alibaba

The British Museum has embarked on a new partnership with Alibaba as it looks to sell its merchandise in China.

GENERAL MERCHANDISE

British Museum teams up with Alibaba

The British Museum has embarked on a new partnership with Alibaba as it looks to sell its merchandise in China.

Alifish, Alibaba’s online licensing platform, has been named as the museum’s e-retailing and merchandise licensing partner in the country. The partnership will see a range of British Museum licensed products made available to consumers in China in a British Museum-branded online store on Alibaba’s online marketplace Tmall.com.

Craig Bendle, manager of merchandise licensing at the British Museum, said: “The British Museum is a museum of the world, for the world and this programme provides a unique opportunity to share the Museum through both online and physical store activities.

“We are very excited to be showcasing details from the British Museum’s collection exclusively in China on the Alifish licensing platform and to see the establishment of a range of British Museum stores across China, filled with attractive, quality products inspired by objects from the Museum’s collection.”

Additionally, Alifish will provide e-retailing and data mining support to the museum to help it tailor its licensed product mix for the Chinese market. The deal will also see a range of physical retail outlets launched by Alfilo Brands as a licensee partner of British Museum in China.

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