The Cincinnati-based supermarket chain Kroger has entered into a pilot partnership with Alibaba’s Tmall Global platform to sell its “Our Brands” products online to consumers in China. This platform is China’s largest business-to-consumer marketplace, and helps retailers that don’t have physical operations in the country build virtual storefronts and send products to China.
The pilot will start with Kroger’s Simple Truth products, which are positioned as natural and organic, and are also the second-largest brand sold in Kroger stores. This year alone the brand generated more than $2 billion in sales, earning it the title of largest natural and organic brand in the United States, according to Kroger.
“Kroger is the world’s third largest retailer by revenue–$122.7 billion in sales in 2017,” said Yael Cosset, chief digital officer at Kroger in a news release. “We are creating the grocery retail model of the future by focusing on digital and technology.”
The partnership also supports the company’s “Restock Kroger” pillars of redefining the grocery customer experience by elevating “Our Brands” and creating customer and shareholder value through promoting top line growth via alternative revenue streams.