British Museum's online store smash hit in China

Sales of licensed souvenirs from the British Museum have exceeded 100 million yuan in China, one month after the museum's official store went online on T-mall. 

Operators of the store are expecting 300 million yuan in revenues by the end of this year. 

Items being sold at the British Museum online store [Screenshot: China Plus]

The museum's online store now has over 160,000 followers on T-mall. It has been busy replenishing its stock, having sold out almost all of its products including bags, smartphone cases and magnets. 

"China's commitment in the protection of intellectual property rights is encouraging more well-known museums to tap into the Chinese market," said He Yizan, founder of the store's Chinese operator Alfilo.

Sources say the National Gallery, the Victoria and Albert Museum, and the Boston Museum of Fine Arts are all planning to launch businesses in China. 

The British Museum store is not the first hit of its kind in China. The Palace Museum opened an online store in 2015, garnering 1.5 billion yuan in sales last year. 

Popular items are sold out at the British Museum online store [Screenshot: China Plus]