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Pattern Lands Dual Honours at Tmall Global Awards

Alibaba recognised Pattern for its role in helping multiple brands achieve accelerated revenue growth on China’s largest cross-border marketplace.

HONG KONG—September 8, 2022—Pattern, the category leader for global ecommerce acceleration, was honoured alongside its brand partners Kelo-Cote and Fortnum & Mason at Alibaba’s 2022 Tmall Global Worldwide Partners Conference.

Pattern partner brand Kelo-Cote was named to the “100 Million Club”, while partner brand Fortnum & Mason was named “Best New Brand in Food & Beverage”. The “100 Million Club” recognises brands that have reached RMB 100 million or above in annual sales on Tmall Global, while “Best New Brand” titles are awarded to companies that have achieved the highest sales on Tmall Global among newly launched brands in a given category.

“We extend our heartfelt congratulations to Kelo-Cote and Fortnum & Mason,” said Pattern Asia General Manager Arthur Cheung. “There’s nothing we love more than helping brands accelerate their growth in new markets across the globe. We are proud to see our unique buy-stock model, localised ecommerce expertise, advanced data science, and technology working in concert to drive continued success for these brands in China.”

Pattern became Kelo-Cote’s master distributor for cross-border business in China in September 2021—running its flagship stores on major marketplaces in China and driving unprecedented revenue growth for the brand in the region. Fortnum & Mason tapped Pattern as its official trade partner in June 2022 to run its new Tmall Global flagship store and accelerate brand growth and sales among Chinese shoppers for the world’s most famous cornershop.

Pattern is the ecommerce accelerator of choice for hundreds of consumer brands—acting as their trade partner and master distributor in key markets in China and beyond. As a leading Tmall Global seller, Pattern manages every aspect of a brand’s marketplace presence while providing actionable-data transparency and real-time visibility of key success metrics. Unlike other trade partners in the region, Pattern leverages a stock-buy model that creates uniquely aligned incentives and synergies that are proven to drive accelerated growth on Tmall and across hundreds of global marketplaces.

To learn how Pattern’s ecommerce acceleration platform can supercharge your brand’s ecommerce growth in China and beyond, please visit


About Pattern

Pattern is the category leader for global ecommerce and marketplace acceleration in China and beyond. Since its founding in 2013, Pattern has profitably grown to more than 1,200 employees operating from 22 global locations. Hundreds of global brands depend on Pattern’s ecommerce acceleration platform every day to drive profitable revenue growth on D2C websites and across hundreds of global marketplaces—including Tmall,, Lazada, Shopee, and Coupang. To learn more, visit or email