Online luxury group Farfetch has acquired CuriosityChina, a digital and technology business that focuses on amplifying premium and luxury brands across digital platforms in China via social media, CRM and digital marketing.
The move enables Farfetch to expand its Black & White Solutions to offer brands a more comprehensive suite of services when they enter the Chinese market from website creation to customer service, cross-border logistics and direct integrations allowing full stock visibility.
Among solutions on offer, brands will now be able to:
- – Design and build (with Farfetch Black & White Solutions or on their own) their brand website, have access to omni-channel features and international capabilities, enabling shipping to 190 countries in 12 languages, including China
- – Launch their brand iOS App, fully integrated with their brand website, with full international support
- – Operate their WeChat account with CuriosityChina’s enterprise level, CRM capabilities for the Chinese customer
- – Create full WeChat Stores and state-of-the-art WeChat “Mini-Programs”
- – Seamlessly integrate with the Farfetch.com global marketplace
The businesses say the strength of their combination “removes roadblocks to an effective, long-term approach to digital luxury in China.”
CuriosityChina will service the Chinese market and ensure that clients of Farfetch Black & White Solutions have access to the full “plug-and-play” suite of services, while Farfetch plans to make the full suite of services available to the full brand portfolio of Farfetch partner brands and CuriosityChina clients who request them.
All employees of CuriosityChina join Farfetch, with Judy Liu, a co-founder of CuriosityChina, joining Farfetch as Managing Director, China. In addition, Alexis Bonhomme, also a co-founder of CuriosityChina, will become VP Commercial, China of Farfetch and Arthur Shui, co-founder of CuriosityChina will become Head of Technology Innovation for Farfetch, China.
“The solution that we can now offer luxury brands gives them the enviable combination of maintaining their independence and brand personality and at the same time benefitting from peerless digital marketing capabilities by leveraging the power of the Farfetch platform alongside CuriosityChina’s extensive expertise. China is a notoriously difficult market for brands to crack, but we are excited to be offering brands a huge advantage in succeeding in this market,” said Farfetch chief commercial and sustainability officer Giorgio Belloli.
Alexis Bonhomme, co-founder of CuriosityChina, added: “In their quest to reach and engage with the Chinese luxury consumer, brands are facing a very fragmented offer in the market. The combination of Farfetch’s e-commerce and operations capabilities with CuriosityChina’s digital marketing and social CRM expertise is now offering a truly unique solution for premium and luxury brands. This new approach closes the loop, all in a seamless integrated way, allowing brands to invest in digital marketing with measurable return on investment and growing sales.”