From high street brand Top Shop to tea retailer Twinings, U.K. retailers have been flocking to set up virtual shops on Alibaba's business-to-consumer site Tmall, and the move appears to be paying off handsomely.
In 2014, sales of British products on Tmall.com surged 94 percent on-year, reflecting both increased supply – as more U.K. labels opened up sales channels – and growing demand among the country's burgeoning middle class.
"Chinese shoppers are more open into spending money on overseas products and Tmall platforms are bringing this variety to consumers in China, [giving them] direct access to brands on the platform without having to travel to different countries to get these goods," a spokesperson from Tmall told CNBC.
Tmall, China's biggest e-commerce site, currently hosts over 130 U.K. companies, most of them in the apparel, food and baby products categories.
But there's one unlikely British brand that's outdoing its peers – Tangle Teezer – a London-based maker of hair brushes reportedly used by Kate Middleton to comb her much-admired chestnut locks.