The Woolmark Company has signed a two-year partnership with TMALL, the world's leading B2C e-commerce platform, which is a part of Alibaba Group. The strategic partnership will feature a series of online and offline campaign activations, beginning with the inaugural digitally focused Wool Week in China. Based around the idea of choosing wool for a more natural, sustainable life, Wool Week will integrate TMALL's online channel as well as partner brands' retail stores across China.
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