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Brief Published: 23 Apr 2012

E-tailer Bomoda Sets Sights on Chinese Consumers


US members-only fashion e-tailer Bomoda launched last Friday (April 20 2012) with a content-over-commerce approach, specifically aimed at wooing the lucrative Chinese market of travellers and expats.

The site aims to introduce the approximately 200 million luxury-focused travelling consumers in China to both new and established Western brands. Ensuring there’s no misunderstanding regarding its focus, Bomoda’s content will only be available in Mandarin, and members will also have access to street-style photos of Chinese women from around the globe.

As well as brands, the new website aims to inform travellers about local points of interest such as bars, shops, hotels and cultural activities in the European and US fashion capitals of the world. Chinese celebrities, designers and fashion influencers, such as fashion designer Derek Lam and artist Liu Bolin, will also share their favourite places and products. The initial emphasis is on London and New York, with Paris, Milan and Tokyo to follow.

With offices located in New York, Shanghai, Beijing and London, Bomoda aims to have an impressive 200,000 members by the end of the year.

For more on ecommerce in China see our event report: SXSWi: China’s Digital Vision.