La Redoute to expand in China with Azoya

London - French fashion e-railer, La Redoute, has signed a deal with Asian e-commerce company Azoya to expand into the Chinese market. The partnership suggests a period of key expansion for the French retailer, which is set to introduce more than 100,000 SKUs into its new market via its debut website www.laredoute.cn.

"We met Azoya last year when we were considering strategies for expanding into China. We were looking for the right local partner, who has a solid knowledge of this new market, Chinese culture and Chinese consumption patterns, and offers services equivalent to an extension of our teams," says Saida Gallouj, International Development Director of La Redoute. "Azoya has emerged very naturally with its turnkey solutions for cross-border business and the agility of its management model."

La Redoute decided to partner with Azoya to launch an independent website rather than working with existing Chinese online marketplace in order to oversee its own digital marketing team, logistics solutions and merchandise offer in the country, to ensure it meets and suits local market demands. In addition, the French company felt that a dedicated, standalone website would help boost La Redoute's presence and brand image in the country and help them avoid competition on other online marketplaces.

"Azoya has rich experience in operating an online business for overseas retailers in China," said Don Zhao, Co-founder of Azoya, "With both exceeding understanding of Chinese customers' behaviors and overseas retailers' uniqueness, we are excited and devoted from the start to achieve optimal results for La Redoute."