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Top Chinese Distributors GED and Able View Merge

April 26, 2022
April 26, 2022
Dongsh via Unsplash

GED and Able View have merged to create a leading omnichannel cross-border and domestic luxury beauty distributor in the Chinese market.

WHO: GED was established in 2007 as an omnichannel luxury beauty brand operator building brands in China, Hong Kong, Taiwan, South Korea, and Japan. The group has years of digital, multiplatform, cross-border, and physical retail experience with expertise in marketing to the coveted Gen Z and millennial luxury consumer. Top brand partners include RéVive Skincare, Cent Bon Fragrances, and Novexpert.

Able View is an omnichannel beauty operator spanning luxury and masstige with a broad footprint across all multi-content networks and physical retail channels including Tmall,, Kuaishou, Kaola, The Colorist, Harmay, and Watsons. Top brand partners include Clarins, Caudalie, and Cosmetic Skin Solutions.

WHY: The merger will strengthen and grow their collective luxury science-led, ingredient-driven skincare offering, enhance omnichannel digital and physical sales and marketing capabilities to grow domestic sales, and elevate consumer-driven digital marketing for the discerning, science-led Gen Z and millennial skincare consumer by leveraging their extensive reach and marketing prowess.

IN THEIR OWN WORDS: Jean-Philippe Benoist, CEO, GED, said, "By joining forces we can extend our reach to over 750K Gen Z and millennial luxury beauty shoppers. We are uniquely positioned to take advantage of our deep knowledge of evolving consumer preferences to accelerate unparalleled growth opportunities for our brand partners."

Steven Zhu, CEO, Able View, said, "Together we bring decades of premium omnichannel brand building experience across domestic and cross border channels and platforms. We are fortunate to work with leading global luxury beauty brands and, looking ahead, are excited about creating market leadership for our brand partners by leveraging the continued double-digit growth of China's domestic luxury beauty market."


  • GED and Able View merged, creating a leading omnichannel cross-border and domestic luxury beauty distributor.
  • Their combined reach consists of 750 million consumers across 15+ online channels, 12+ flagship stores, 500+ offline channels, 400+ media partners, 60K KOLs and KOCs, and 100 brand and social media managers.

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