Herschel Supply Expands Into China

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Herschel Supply is making a big play in China. The Vancouver, British Columbia-based company, which was founded by Lyndon and Jamie Cormack in 2009, is setting up shop with a Shanghai headquarters from which it will manage distribution and retail in the region. Herschel Supply currently works in partnership with distributors in other regions — the brand is sold in 70 countries — but Lyndon Cormack said it was important for them to keep the efforts in China in-house. “China is second-largest market and to have direct control of that is a huge thing,” said Cormack, who added that they’ve spent the past three years prepping for this. “We are family-owned, so we don’t have a huge board to report to or any investors. We’ve found that if we control our storytelling we are able to better connect to new customers.” Herschel Supply started selling on Chinese e-commerce platforms JD.com and Tmall.com about 18 months ago, and because the product is performing so well, they thought being on the ground in China was the next best step. They currently have a pop-up in Shanghai, and are working with retail partners across the country to expand the retail footprint. The first permanent location will open at the

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