UK supermarket chain Iceland has become the latest UK retailer to sign a partnership with China’s largest retailer, JD.com, to debut its products in the Chinese market.

The Iceland flagship store on JD.com’s cross-border e-commerce platform, JD Worldwide, will make Iceland’s own-brand products and a curated selection of other branded products available to consumers across China for the first time.

The launch of the Iceland store comes as Chinese consumer demand for premium imported products is soaring, as consumers increasingly prioritize quality over price. In the three years since the launch of the site, around 20,000 brands from over 70 countries and regions have established stores on JD Worldwide.

“The rapid growth and opportunities the market in China offers were significant, and we decided it was time to act. JD.com is a magnificent partner for us and we are excited to see the response of customers in China to our product range,” said Malcolm Walker, founder of Iceland.

Yang Ye, general manager of JD Worldwide, added: “With consumer demand for imported British products growing rapidly, this is an ideal time for a respected brand like Iceland to enter the China market. Iceland adds to the growing number of British brands on our platforms as we continue our push to bring the best of Britain to Chinese consumers.”

Over the last two years, the number of UK brands available on JD.com has doubled, with sales of UK products in 2017 growing 100 per cent from the previous year. In February, JD.com announced plans to sell £2 billion of UK goods to Chinese consumers in the next three years, following a deal with the British government’s Department of International Trade.

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