The prestigious British accessories brand Aspinal of London were one of the first luxury thought leaders to truly unlock the power of the Avenue51’s influencer and luxury focused online retail network to rapidly scale and sustain marketshare in Mainland China.

Below you will find an outline of the explosive initial launch of Aspinal of London in Mainland China – managed by the Avenue51 luxury team – which gave the brand enough momentum to power demand up until 2020 and now beyond.


The project started in 2017 with Avenue51 inviting some of the fastest rising online influencers (Mr. Bags and the Lu brothers) to attend an Aspinal launch party in London and live stream/blog about their experience. Followers who viewed the posts were referred to an event page on Secoo (China’s leading luxury ecommerce platform) to read more.

Visitors to the event page were encouraged to learn more about the Aspinal of London story.

They could then click through to explore the range of products available on a dedicated Aspinal of London store featured on

Shoppers interested in purchasing Aspinal of London accessories could order, pay in RMB and the receive the product within 7 -10 days direct from London. Avenue51 logistics team managed the door-to-door fulfilment of every order.

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