Begg x Co Launches Official Tmall Flagship Store in China
Shanghai, December 18th, 2025 — The Scottish luxury cashmere brand Begg x Co proudly announces the establishment of a strategic partnership with Melchers China, marking a new chapter in the brand’s development within the Chinese market. United by a shared commitment to quality, innovation, and a customer‑centric philosophy, the partnership is dedicated to delivering exceptional products and experiences tailored to Chinese consumers.
As a key milestone in this collaboration, Begg x Co officially launched its flagship store on Tmall on December 16, supported by Melchers. This launch signifies the brand’s entry into China’s premier e‑commerce ecosystem and highlights its dedication to introducing Chinese consumers to the finest cashmere collections. By leveraging Melchers’ long‑standing expertise in retail operations and brand management, Beggx Co is able to connect with local audiences while remaining true to its long‑standing heritage of craftsmanship and exclusivity.
This partnership represents an important step in Begg x Co’s expansion, over 150 years of Scottish textile heritage to China. Known for its hand‑crafted cashmere infused with colour and creativity, the brand continues to evolve while remaining grounded in its traditions of craftsmanship and responsible practices. The debut of the new 2026 Collection embodies Begg x Co’s pursuit of innovation while honouring its heritage.
“We are thrilled to partner with Melchers China, an organization with deep expertise and a long‑standing reputation in the region. Their local knowledge and customer‑focused approach make them the ideal partner to introduce Begg x Co to a new audience in China. This collaboration represents not only a strategic step in our growth, but also a meeting of shared values around craftsmanship, innovation, and creating long‑term value for our customers.” ‑ Bruno Guillon, CEO of Begg x Co.
“We are delighted to partner with Begg x Co, a brand that embodies the same values of craftsmanship, quality, and innovation that guide our work. Leveraging our long‑standing presence and market expertise in China, we look forward to growing Begg x Co’s brand and introducing Chinese consumers to the enduring charm of Scottish cashmere.” ‑ Claus Toxvig, CEO of Melchers China
Integrating Begg x Co’s distinctive brand identity with Melchers China’s operational strength and local expertise, the partnership represents a significant step forward in the brand’s global strategy.
About Begg x Co
Begg x Co designs and manufactures responsible cashmere knitwear, accessories and homeware for the modern lifestyle with mills in Ayr on the west coast of Scotland and Hawick, ‘The Home of Cashmere’, in the Scottish Borders.
Scotland’s rugged coastline, imposing mountains and cinematic skies in contrast to areas of gritty urban sprawl offer a paradox of nature and industry; a duality that perennially inspires the Begg x Co collections.
With industry experience dating back to the 1866, Begg x Co harness over 150 years of Scottish heritage, combining age‑old techniques with disruptive design and cutting‑ edge technology, to create the world’s finest hand‑crafted cashmere fused with colour and creativity.
Each collection is rooted in responsible craftsmanship, ensuring the highest social and animal welfare standards are maintained. Begg x Co’s deep sense of responsibility goes beyond their collections, as a Certified B Corp™ Begg x Co are part of a global network that are committed to making a positive impact in their industry and beyond.
About Melchers Group
The Melchers Group is a Germany‑based privately‑owned enterprise with deep roots in the trading sector and a global service network. Established in Germany in 1806, Melchers opened its subsidiary in China in 1866, accumulating extensive expertise and experience in trade and services across a wide range of business fields. With offices and legal entities in multiple economically promising regions across China, the company employs over 200 staff members.
Melchers Group offers comprehensive integrated retail operations in China. Leveraging its profound understanding of the Chinese consumer landscape, deep insights into local consumer behavior, and a well‑ established distribution network, the group provides brand‑oriented, customized solutions to help business partners successfully explore and expand in the Chinese market.
