On Tuesday, April 25, 2017, international grocery retailer and inventor of private label brands, ALDI, unveiled its “Handpicked for You” Collection at the Waterhouse in Shanghai to commemorate its official debut into the China market. Top China executives from ALDI and its exclusive e-commerce partner Tmall Global closed the show with a signing ceremony to mark the official start of the partnership.
ALDI collaborated with China’s top artists and designers to illustrate the company’s signature “handpicked for you” approach to exclusive brand development and quality assurance standards on the fashion runway. “The design of couture fashion is the ideal parallel to how ALDI builds its own exclusive brands through a process of careful selection and continual testing and experimentation,” said Christoph Schwaiger, Country Managing Director of ALDI CHINA. “Tonight marks the beginning of a long-term commitment to bringing quality lifestyle products to Chinese consumers and to supporting the dynamic upgrade of China’s retail market.”
The “fashion feast,” complete with a dining table runway and four-course meal of ALDI-inspired chef creations, featured looks from five multi-disciplinary artists: fashion designer Sankuanz; lifestyle floral designer Leng; executive chef Steven Dong; hair stylist Dino; and artist Wu Qiong. China celebrity and popular fashion icon, Chen Kun, also attended.
This event follows the soft launch of ALDI’s online store on Tmall Global on the March 20, which is the company’s first-ever purely digital market entry. “Alibaba is thrilled to officially welcome ALDI into China through our partnership on Tmall Global. We join together as two internationally-recognized category leaders serving the Chinese market to explore the future of retail,” said Liu Peng (Alvin), General Manager of Tmall Global, Alibaba Group.