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Abercrombie & Fitch aims to make a splash in China ecommerce

July 26, 2017

Abercrombie & Fitch will launch its flagship brand and kids lines on Alibab Group's Tmall webite on July 26 in an effort to spur international sales in light of U.S. retail woes.

It's a prime strategy to rebound, according to a Bloomberg report, as it will allow consumers, who are unable to shop at China-based brick-and-mortar stores, to buy products.

"Abercrombie is an iconic global brand that consumers, both on our platform and in China, have sought for some time," Jessica Liu, president of Tmall Fashion, said in a statement, according to Bloomberg. "We look forward to connecting our customer base to the brand and working with Abercrombie & Fitch to further its international growth."

"We are excited to bring our A&F brand experience to the broader Chinese market, beyond the reach of our physical stores, through Tmall," said Abercrombie CEO Fran Horowitz, according to Bloomberg.