Feelunique, a leading European online beauty retailer, is set to open a distribution hub in Hong Kong this month in partnership with SEKO Logistics to serve its rapidly growing customer base in mainland China.
In only three years since the launch of Feelunique’s dedicated Chinese website, sales to the region have grown exponentially. China already accounts for 20 per cent of Feelunique’s annual sales, with orders being shipped from the UK.
The opening of a distribution hub in Hong Kong will deliver enhanced customer convenience, access to a wider choice of products from coveted brands, and lower shipping thresholds that will open Feelunique up to a much wider consumer population in China, the company said.
The location of the distribution hub in Hong Kong allows Feelunique to get closer to one of the world’s fastest growing beauty markets while also retaining the benefits of cross-border retailing into China.
The new Hong Kong distribution hub will be overseen by Marc Ardisson, Feelunique’s managing director, Asia.
Joel Palix, CEO of Feelunique, says: “The rise of China’s middle class and its appetite for luxury and niche beauty brands is setting China on a course to become the biggest beauty market in the world. Feelunique is already enjoying rapid growth in this market by fulfilling orders from the UK.
“With a distribution hub in Hong Kong we will be able to dramatically enhance our offering in terms of choice, brands and customer experience. By localising distribution, we will be able to lower shipping costs and compete on a different scale in this market by making Feelunique accessible to a much larger potential customer base in China.”
Tony Barnes, COO Asia of SEKO Logistics, adds: “We are excited to be working with Feelunique, providing logistics for their distribution hub in Hong Kong. Feelunique is a forward-thinking retailer that has already begun to establish itself with Chinese consumers. We look forward to working with them to take this to the next level and grow our businesses together in the region.”