“Launching a Chinese language website in 2015 is also proving to be a strategic success. In a little under two years the region has grown to account for 10% of group sales and is providing an excellent platform to satisfy Chinese demand for luxury and niche beauty brands.

Joël Palix, CEO of Feelunique - RETAIL WEEK

Feelunique is currently Europe’s largest online premium beauty retailer. With over 500 brands to choose from, Feelunique offers the biggest online selection of beauty products in Europe. Its leading position in the market has prepared itself well for a bigger market – China. 

Instead of only providing E-Commerce services and managed operations, Azoya invests in its partners’ business in China and takes the responsibility to grow the business. In 2015, Azoya launched Feelunique’s Chinese E-Commerce site. The site was fully localized to Chinese user experience, with local marketing support and a diversity of products handpicked by Azoya's e-commerce experts, who truly understand the need of Chinese consumers.

To reassure Chinese beauty shoppers that they are buying directly from an authentic British retailer, Feelunique’s original site provides an entrance to its Chinese site. Consumers pay exactly the same for a product after real-time currency exchanges, a very competitive offer that makes Feelunique a popular portal to buy high-quality import cosmetics. Azoya also launched Feelunique on, a leading cross-border e-commerce platform in China.

In a little under 2 years, the revenue from China has grown rapidly. The company now has 10% of its sales coming from Chinese customers, and they are continuing to optimize shopping experience to provide better logistics services and customer services, leveraging industry leading technology and Azoya's customized e-commerce analytics solutions to build competitive e-commerce.

Case Study: Feelunique

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