expands presence in the Chinese market for baby food

 In 2016

  •, one of the leading pure online retailers for baby, toddler and children's products in Europe and Milupa Nutricia, the leading brand for baby food in Germany, enter a certification agreement

Munich, 15 November 2016 –, one of the leading online retailers for baby, toddler and children's products in Europe with a strong presence in the Chinese Market, signs a strategic certification agreement with Milupa Nutricia. Objective of the partnership is to sustainably improve the availability of the popular brand Aptamil in Germany in the long term and to ensure controlled distribution to China. In the past few years, an uncontrolled grey market had developed.

Core content of the cooperation between and Milupa:

- Product availability for consumers in Germany and Europe is a priority
- offers its customers that live in Germany a reservation service for Milupa products
- Products for the Chinese market can be obtained directly from the Chinese website ( or the recently opened Tmall Global Flagship Store
- Goods are shipped directly to the Chinese customer via a well-established logistics partner

Nichole Duttine, Sales Director Germany of Milupa Nutricia GmbH, about the cooperation: „Milupa Nutricia is doing everything to ensure that parents that live in Germany can buy our high quality products. In addition to various measures to improve the product availability – including Aptamil reservation services, our goal is to further reduce pressure on the shelves in Germany and Europe by satisfying the Asian demand where it originates. This also helps to ensure that parents in China can receive our high quality products through safer delivery routes via retail partners like“

Konstantin Urban, Founder and Co-CEO of „The partnership with Milupa Nutricia is an important step for us to expand our business in Germany and China as well as to guarantee the availability of goods in both markets. After the supply of Milupa products for Germany is ensured, we can continue to satisfy the demand of our Chinese customers for high-quality German baby food. We will support this by specific marketing measures in the social networks in China. 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 revenue with Chinese customers.“


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