European online beauty retailer Feelunique will open a distribution hub in Hong Kong this month in partnership with SEKO Logistics to serve its rapidly growing customer base in mainland China.

According to SEKO, the new distribution hub in Hong Kong will deliver enhanced customer convenience, access to a wider choice of products from coveted brands and lower shipping thresholds that will open Feelunique up to a much wider consumer population in China.

“We are excited to be working with Feelunique, providing logistics for their distribution hub in Hong Kong,” said Tony Barnes, COO of Asia at SEKO Logistics. “Feelunique is a forward-thinking retailer that has already begun to establish itself with Chinese consumers. We look forward to working with them to take this to the next level and grow our businesses together in the region.”

The new Hong Kong distribution hub will be overseen by Marc Ardisson, managing director of Asia at Feelunique.

In the three years since the launch of Feelunique’s dedicated Chinese website, sales to the region have grown exponentially. China already accounts for 20% of Feelunique’s annual sales.

“The rise of China’s middle class and its appetite for luxury and niche beauty brands is setting China on a course to become the biggest beauty market in the world,” said Joel Palix, CEO of Feelunique. “Feelunique is already enjoying rapid growth in this market by fulfilling orders from the UK. With a distribution hub in Hong Kong we will be able to dramatically enhance our offering in terms of choice, brands and customer experience. By localizing distribution, we will be able to lower shipping costs and compete on a different scale in this market by making Feelunique accessible to a much larger potential customer base in China.”

Feelunique was founded in 2005 and now offers a choice of more than 32,000 products and 500 brands across makeup, skincare, haircare, fragrance and electricals.