Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Farfetch buys into China with CuriosityChina acquisition

Luxury online marketplace Farfetch is to acquire CuriosityChina in a move that gives the company a direct route to the huge Chinese consumer market.

CuriosityChina is a digital marketing agency which enables brands to sell on the popular WeChat messaging service. Once the deal is complete, luxury brands selling their goods on Farfetch will be able to create digital stores on socila media platform WeChat, which has more than one billion active users.

The move comes a year after Chinese eCommerce titan JD.com partnered with Farfetch by investing $397 million in the company to help develop services and logistics and map out a path for the marketplace's consumers in China.

“WeChat is the most important channel for commerce in China, so we want to see where it will go,” Giorgio Belloli, Farfetch’s chief commercial and sustainability officer told TechCrunch.

“It’s where brands are focusing at the moment. They understand Chinese consumers are using dedicated channels on there for marketing and purchasing.”

Farfetch is rumoured to be gearing up for a flotation later this year and has been driving growth and developing new partnerships over the last 12 months to build momentum.

So far this year Burberry and Harvey Nichols have established strategic partnerships with the marketplace, while in 2015 Farfetch acquired London boutique retailer Browns to cement its status as a bricks and clicks retailer. The store has been used as a way to test a range of new technologies that its brand partners can tap into to support their operations.

What’s Hot on Essential Retail?