House of Fraser is to expose Chinese brands to the UK through the Sanpower Group supply chain company that is also aiming at bringing Chinese goods to Europe and the rest of the world.

The Sanpower Group programme will involve a supply chain management platform aimed at spurring premium Chinese brands and products to break new markets outside of Greater China.

In the UK the Sanpower Supply Chain and Branding Management Centre is to undertake and manage the House of Fraser trade orders.

“The traditional image associated with Made in China is changing,” said Simon Pickering, House of Fraser’s UK global product sourcing director. “Increasing numbers of high-quality Chinese products are becoming popular with British and European consumers. Once these products enter House of Fraser’s sales channel, they will be able to access Europe and the greater global market, given quality and credit endorsement from House of Fraser.

“Furthermore, consolidating our global supply network through made-in-China products and Chinese brands will support House of Fraser in further boosting sales and competitiveness.”

Kong Jun, Sanpower’s new commerce industry group CEO, remarked: “This is a great platform for premium Chinese products to reach the UK and further afield across Europe. Chinese manufacturing has transformed in recent years from extensive processing and production into a new era marked by independent designs, proprietary brands and innovation. We are excited to use our tremendous network of resources and cross-border retail expertise to bring the best of Chinese retail to the UK market in a way that brings great value to customers and brands alike.”