Promising market in China

For GHD, China is a strategic market that requires the brand to place a lot of emphasis in understanding consumers. It did a lot of research in Beijing and Shanghai to better understand the needs of Chinese consumers in hairstyling tools. To excite and delight their Chinese customers and meet their demands, the brand has an exciting innovation pipeline.

"The Chinese consumer is a very demanding one, mainly when it comes to beauty, so we need to guarantee excellence in performance, technology and design", the CEO said when asked will GHD launch localized products for Chinese consumers.

In fact, before the brand's official coming to China this January, it has had successful cross-border sales with China since 2018.

As about 50 percent of the worldwide luxuries are being purchased by Chinese people whose living conditions keeps on improving along with China's fast development, GHD can see a wider group of potential customers for their products.

Temmerman said it is a great opportunity to seize the Chinese market. He and his team have prepared well.