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Infant formula maker Bubs Australia has significantly increased its potential market in China by securing a deal to sell its products on China’s largest e-commerce platform, Alibaba.

Alibaba has 580 million monthly users across its apps.

‘Alibaba is one of the largest retailers in the world,’ Bubs Australia founder managing director Kristy Carr said on Friday.

‘This is therefore an important milestone in the evolution of our cross-border e-commerce strategy, that will significantly broaden our reach to Chinese parents.’

Bubs Australia has now launched a flagship store on Tmall Global, one of Alibaba’s platforms

Bubs Australia said mother and baby products are the second largest category on Alibaba, spearheaded by infant formula.

‘As the only Australian vertically integrated producer of goat milk infant formula, we will be in a unique position to offer Chinese parents comfort that we have complete control over the quality and scalability of our supply chain back to the farm gate,’ Mrs Carr said.

Bubs, which already this week had agreed to supply China-based New Times Asia in a deal that more than doubles its annual sales revenue, also said on Friday that it has also applied for the licence it needs to sell Chinese-labelled products in stores in China.