expands presence in the Chinese market for baby food

Munich, November 15, 2016 –, one of the leading online retailers of baby and children's products in Europe and with a strong presence in the Chinese market, has signed a strategic certification agreement with Milupa Nutricia. The aim of the partnership is to sustainably improve the availability of the popular Aptamil brand in Germany and to ensure quality-controlled delivery to China. In recent years, an uncontrolled grey market has developed.

Core content of the cooperation between and Milupa:

  • Product availability for consumers in Germany and Europe has top priority
  • offers its customers living in Germany a reservation service for Aptamil products
  • Products for the Chinese market can be purchased directly from the Chinese website ( or the recently opened
    Tmall Global Flagship Store
  • The Chinese customer receives the goods from delivered directly to their home via an established logistics service provider

Nichole Duttine, Sales Director Germany of Milupa Nutricia GmbH, on the common goals: "Milupa Nutricia does everything possible to ensure that parents living in Germany receive the high-quality products. In addition to numerous measures, such as an Aptamil reservation service, which are intended to improve availability, the pressure on shelves in Germany and Europe is now to be further reduced. This is to be done by increasingly satisfying Asian demand where it arises. Parents in China should receive the high-quality products directly to Asia via trading partners such as on safe delivery routes."

Konstantin Urban, co-founder and co-CEO of "The partnership with Milupa Nutricia is an important step for us to further expand our business in China in addition to Germany and to guarantee the availability of goods in both markets. Now that the supply of Milupa products for Germany has been ensured, we can continue to meet the demand of our Chinese customers for high-quality, German baby food.
We support this step through specific marketing measures in the chinese social networks. We are very pleased that we have laid this important foundation together with Milupa Nutricia. Together with the opening of our Tmall shop in July 2016, this is an important milestone for our future in China and will further increase our sales with Chinese customers."