Bravado will launch an online store on Tmall Global to bring iconic artists’ merchandise and exclusive collaborations to Chinese shoppers

Pasadena, CA, October 28, 2020 – Alibaba Group today announced a partnership with Bravado, Universal Music Group’s merchandising and brand management division, to help bring iconic artists’ merchandise and exclusive collaborations to Chinese consumers. As part of the world-leader in music-based entertainment, Bravado is the premier global provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world.

The Bravado store will launch today on Tmall Global, the largest cross-border business-to-consumer marketplace in China, and will showcase merchandise from an unrivalled roster of top international recording artists from; Tupac, Guns N’ Roses, The Rolling Stones, Bob Marley and including Taylor Swift, who will be the store’s first featured artist. Other artist collections and collaborations will be added each month.

Taylor Swift

The store launch will be the first time that merchandise from Taylor Swift’s most recent album, folklore, will be available in China. In addition, Swift will debut her newest collection exclusively on Tmall Global during Alibaba’s 11.11 Global Shopping Festival, giving Chinese shoppers access to it for two full weeks before anyone else in the world. The collections will also be offered through Alibaba Group’s Hey Box, one of the most powerful marketing channels for new products.

In addition to offering a full range of premium merchandise and exclusive and bespoke designer collaborations from a growing list of global recording artists and entertainers, the store will showcase a different featured artist each month, offering a specially curated range of products inspired and influenced by each featured act. These will include new and exclusive products and seasonal ranges, to coincide with album releases, tours, classic catalogues and other product innovations.

Universal Music China together with Bravado will work closely within Tmall Global and Alibaba’s ecosystem to help expand fan reach and interactivity through its technology and entertainment channels. In recent years, Bravado has successfully leveraged merchandise as a platform to elevate artists’ individual brands and helped nurture new relationships with fans. The company’s partnership with Tmall Global will enable artists to share their full lifestyle experience, including collaborations into fashion, art and design alongside music projects. Bravado’s Tmall store, will serve as a one-stop shopping destination for music and artist culture in China.

“We’re extremely pleased to partner with Bravado to give fans in China the opportunity to connect with these remarkable musicians,” said Emma Lee, Head of Fashion for Tmall Global and Kaola, Alibaba Group. “Through this partnership, Chinese consumers will be able to access exclusive merchandise from their favorite international recording artists that we know they will enjoy.”

John Habbouch, GM and CFO, Bravado said, “At Bravado our mission is to amplify artist initiatives and create moments and experiences beyond music. This partnership with Tmall Global, in conjunction with our colleagues at Universal Music China, will provide both international and domestic artists with opportunities to engage more deeply with fans in China, and to continue to reach new consumers and audiences around the world.”

About Tmall Global

Launched in 2014, Tmall Global ( is an extension of Alibaba Group’s Tmall platform that addresses the increasing Chinese consumer demand for international products and brands. It is the premier platform through which overseas brands and retailers reach Chinese consumers, build brand awareness and gain valuable consumer insights in forming their overall China strategy, without the need for physical operations in China. According to Analysys, Tmall Global was the largest import e-commerce platform in China in the 12 months ended March 31, 2019, in terms of GMV.

About Alibaba

Alibaba Group’s mission is to make it easy to do business anywhere. The company aims to build the future infrastructure of commerce. It envisions that its customers will meet, work and live at Alibaba, and that it will be a good company that lasts for 102 years.

About Bravado

Bravado is the leading global provider of consumer, lifestyle and branding services to recording artists and entertainment brands around the world. Part of Universal Music Group, the leader in music-based entertainment, Bravado represents artists in more than 40 countries and provides services including sales, licensing, branding, marketing and e-commerce. Their extensive global distribution network gives artists and brands the opportunity to create deeper connections with their fans through apparel, consumer packaged goods and unique experiences. For more information: