BCBGMAXAZRIA Expands to China


As of Monday, November 30, 2015

BCBGmaxazria is looking to the Chinese consumer to boost business.

The Los Angeles womenswear maker recently announced it has partnered with VoyageOne to sell its clothing online in China.

The BCBGmaxazria collection will be sold on Alibaba’s Tmall through the VoyageOne platform. Alibaba is a Chinese e-commerce company that started out as a business-to-business service and has since expanded into business-to-consumer and consumer-to-consumer services. The website was founded in 1999 by Jack Ma.

VoyageOne is a business-to-consumer e-commerce provider that helps U.S.-based retailers and manufacturers to sell their products in China without having a bricks-and-mortar storefront.

“We are pleased to announce this partnership and the launch of BCBG on Tmall. We are very optimistic about the opportunity in China,” said Max Azria, the LA company’s founder, chairman and chief executive, in a statement.

Michelle Magallon, BCBGmaxazria’s senior vice president of digital commerce and omnichannel, said China had been on the company’s radar for some time and is an important international market.

Currently, the BCBGmaxazria winter collection is on sale on Tmall.