JD Cross-Border partners with Müller to expand European goods in China

Product focus includes European beauty, personal care, and selected luggage items.

JD Cross-Border, the import platform of JD.com, has partnered with German retailer Müller and its service partner MAAT to expand Müller’s presence in China through online and offline channels.

The collaboration is designed to expand the availability of selected Müller product lines on JD.com and strengthen their distribution through additional sales channels in Hainan, a key region under China’s Free Trade Port initiative.

As part of the agreement, the official Müller Overseas Flagship Store has been launched on JD.com, giving Chinese consumers access to a curated range of European products. The offering focuses primarily on beauty and personal care items, alongside selected luggage products such as suitcases and backpacks.

Beyond e-commerce, Müller products will also be introduced through partner channels in the JD Cross-Border Duty-Free Store in Haikou, which entered a trial phase in early 2026. The store is part of a broader effort to serve consumers in the Hainan Free Trade Port with internationally sourced goods.

JD Cross-Border highlighted the initiative as a key step in integrating online and offline retail experiences, aiming to convert digital traffic into in-person engagement within the duty-free sector.

According to JD Cross-Border, the partnership supports its wider strategy to help international brands navigate the Chinese market and expand sustainably. The platform serves over 700 million users and continues to position itself as a gateway for premium global products entering China.

The initiative is part of JD Cross-Border’s “10 Billion GigaGrowth Plan,” which focuses on accelerating market entry and long-term development for overseas brands through infrastructure support and localized expertise.