US fashion brand Everlane launches on Tmall Global

US fashion brand Everlane has opened a store on Alibaba’s cross-border e-commerce marketplace Tmall Global.

The Tmall Global store will offer Chinese consumers access to Everlane’s latest products, including womenswear, menswear, shoes and accessories. It is the San Francisco-based label’s first sales channel in China, apart from its own site.

The brand is known for championing sustainable practices and its ethos of “radical transparency,” revealing the costs behind each product – from materials and labour to transport and duties – and offering it to consumers at a price below the traditional retail markup. When shoppers look at the Tmall Global product page for its Day Market Tote, for example, they will see the leather bag costs about RMB807 (US$112.9) to make, and is sold at RMB1514 – nearly half the traditional market price, according to Everlane.

“China is one of the most thoughtful and sophisticated consumer markets in the world,” said Everlane’s founder and CEO Michael Preysman. “The Chinese consumer cares about beautiful quality at a great price, and cares about the planet and their impact on the world. We want to help support their vision and offer beautiful basics that are also ethically made.”

“As the consumer demand for ethical clothing and sustainable products grows, we believe Everlane will welcome a new era of shopping on the platform,” said Tmall Global deputy GM Yi Qian. 

“Everlane has pioneered the idea of radical transparency in their supply chain by showing their costs and factories, and we look forward to partnering with them closely to bring their products and stories to Chinese consumers.”

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