Riding the athleisure renaissance in China, Alo has launched its e-commerce operations exclusively on Tmall.
The Monday launch, which includes more than 300 products, is on a preorder basis until its official opening on Wednesday.
The brand’s Tmall launch follows the opening of Alo’s events-booking platform on Wechat Mini Program and the naming of a new brand ambassador, the Chinese K-pop star Ningning, or Ning Yizhuo, of the girl group Aespa.
The Alo store had almost 20,000 followers on Tmall at the time of publication.
According to Tmall, the store will enable Alo to access Tmall’s more than 62 million 88VIP customers, Alibaba’s high-spending customer cohort.
“The partnership reinforces Tmall’s position as the go-to choice for global brands in China seeking high-value customers and scalable growth,” said Gu Di, general manager of Sports and Outdoors at Taobao and Tmall Group.
Offline, the brand’s first China freestanding store is said to be a unit in the K11 mall in Hong Kong, slated to open later this year. Shanghai and Shenzhen are also said to be in the pipeline, according to company registration data.
Alo’s China launch comes as the athleisure category enters a new phase of expansion, with both international and domestic players accelerating their presence in the market.
Three months ago, Sweaty Betty opened its first China store following its acquisition by e-commerce operator Baozun in 2025. Vuori, which has opened eight stores in the country over the past two years, plans to expand its China footprint to 20 locations by the end of 2027. Local brands are also gaining ground, with Anta-owned Maia Active now operating more than 56 stores nationwide.
To differentiate, Alo is further leaning into the luxury wellness space. In April, the brand began assembling a China team steeped in luxury experience: Jimmy Zhu, Alo’s president for China and North Asia, previously served as general manager of Greater China at Givenchy; Andrew Nip, Alo’s director of people in China and North Asia, spent four years as a human resources executive at LMVH Moët Hennessy Louis Vuitton, and Jasmine Qiu, Alo’s retail director, brings experience from Rimowa and Hogan.
Last January, Alo appointed former Dior and Miu Miu executive Benedetta Petruzzo to the new role of international chief executive officer, while the brand’s cofounders Danny Harris and Marco DeGeorge remain co-CEOs.
