The Victoria and Albert Museum has named Alfilo Brands as its exclusive agent in Greater China as the firm looks to build awareness and licensing in the region.
Alfilo Brands will now seek and appoint vendors and retailers across a broad range of product categories including apparel, home interior, fashion accessories and home decoration.
In addition, the firm will launch V&A online stores and roll out brick and mortar stores in major cities across China.
Laura Sizeland, head of business development and licensing at the V&A, said: “Alfilo Brands comprises a highly skilled and extremely dedicated and motivated team.
“I am really looking forward to working closely with them and have every confidence that they will successfully expand our licensing programme ni this important territory.
“The Victoria and Albert Museum was established in 1852 to make works of art available to all and to inspire designers and manufactuers so it’s wonderful that the licensing programme share the V&A collections with new audiences and increasingly further afield.”
Alfilo Brands will work with the world’s leading e-retailer, Alibaba Group, to promote V&A licensed merchandise via its e-commerce retail platform Tmall.com
The branded V&A online store is targeted to be launched next year.
Yizan He, CEO of Alfilo Brands, added: “We are very excited to become the exclusive licensing agent for the V&A in Greater China. The V&A’s strong reputation and its extraordinary collections will provide Chinese companies with a wealth of inspiration for product designs.”