Riding the athleisure renaissance in China, Alo has launched its e-commerce operations exclusively on Tmall.
The Monday launch, which includes more than 300 products, is on a preorder basis until its official opening on Wednesday.
The brand’s Tmall launch follows the opening of Alo’s events-booking platform on Wechat Mini Program and the naming of a new brand ambassador, the Chinese K-pop star Ningning, or Ning Yizhuo, of the girl group Aespa.
The Alo store had almost 20,000 followers on Tmall at the time of publication.
According to Tmall, the store will enable Alo to access Tmall’s more than 62 million 88VIP customers, Alibaba’s high-spending customer cohort.
