Industria Migros, the food branch of Swiss retail group Migros, has teamed up with Chinese e-commerce platform Tmall to expand its online product offering.
The company has begun selling products on Alibaba's Tmall Global site under the name Orange Garten, offering a range of private-label personal-care and household products, as well as a selection of food items.
The group began selling the Orange Garten brand through Chinese online platform NetEase Kaola in September, but it is now looking to expand its reach.
"Our first experiences in China show that Chinese consumers appreciate the high quality and safe Swiss products of Industria Migros," said Walter Huber, head of Industria Migros.
"With Tmall Global, China's leading e-commerce platform, we will reach even more Chinese consumers," Huber continued.
Growing Demand
Karl Wehner, director of Germany, Austria, Switzerland, Turkey and Eastern Europe at the Alibaba Group, noted that the Migros brand is growing in popularity outside of Switzerland.
"The cooperation between Migros and Tmall takes place at a time when we are witnessing a growing demand for quality European products from Chinese consumers," Wehner said.
"The Tmall platform offers manufacturers and quality brands direct access to as many as 488 million active consumers in China," he added.
Industria Migros has a portfolio of over 20,000 private-label products and currently exports Swiss goods to more than 50 countries worldwide.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.
