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Billie Eilish Is the Latest Celebrity to Open a Tmall Store

Billie Eilish performs at a festival in The Netherlands in 2019. Shutterstock

By

Casey Hall

29 March 2021

Billie Eilish has opened a cross-border e-commerce store on the Tmall Global platform, selling a range of her “blohsh” branded apparel and accessories.

The store sells hoodies, hats and necklaces priced between 130 to 500 yuan (approximately $20 to $75).

Eilish is just the latest international celebrity to plug into China’s booming e-commerce ecosystem. During last year’s Singes’ Day festival, Tmall Global partnered with Bravado, Universal Music Group’s merchandising and brand management arm, to launch merchandise tied to Taylor Swift’s latest album “Folklore” in China, two weeks ahead of other parts of the world.

Justin Bieber’s Drew House brand also has an e-commerce presence in China, launching its own store via WeChat mini-programme in March 2020.

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