Ecommerce juggernaut eBay is re-entering China with the announcement of a ‘new relationship’ with, a leading Chinese online fashion retailer. and eBay are launching a new, localized online shopping experience dubbed eBay Style that aims to “bring the very best of eBay to Chinese consumers, particularly in fashion”.

The announcement confirms earlier reports of the new partnership between the US-based online commerce powerhouse and

Founded in 2008, specializes in selling overseas products in a way that is familiar to Chinese customers. The company, which is backed by Warburg Pincus and Kleiner Perkins Caufield & Byers, is based in Shenzhen with approximately 800 employees.

Through the partnership, Chinese consumers can access eBay’s global selection of products and brands, with being responsible for handling all sales, logistics and customer service. will also be responsible for curating and translating the inventory from eBay with a product search and browsing experience suited to Chinese consumers.

In total, eBay Style will include up only-new items from 5,000 brands in apparel, handbags and shoes, accessories, health and beauty and other lifestyle categories, the companies said in a joint statement.

The company says it currently employs almost 1,500 people in China, and promised new smartphone and tablet apps are on the way.

eBay Style will face stiff competition, especially Alibaba’s, China’s largest online retailer.

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