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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.
The company saw the fastest sales growth out of any U.K. brand on the website in 2014, shipping some 70,000 brushes to Chinese consumers in through its Tmall virtual store, according to the website.
Tangle Teezer, which launched its Tmall shop in May last year, sells its brushes for approximately 114-148 yuan ($18-$24) on the website.
Another top selling brand last year was Britax, which sells children's car seats and strollers.
The U.K. government has been keen to step up the sales of British-made goods in China.
In 2013, U.K. Prime Minister David Cameron met with Alibaba Chairman Jack Ma in Shanghai, calling for the e-commerce giant to help promote British products on Tmall.com, according to Alibaba's news website Alizila.