Former NBC Digital Exec Launches Bomoda to Sell Luxury to the Chinese


The idea for Bomoda originated, as ideas often do, at a dinner. Brian Buchwald’s dining companion one night in fall 2011 was a Chinese woman from London, who said the city had become overrun by “a massive influx of Chinese tourists … looking for places to go and things to buy but appearing totally clueless in the process,” he recalled. “It was one of those moments when you say, ‘Huh.'”

Mr. Buchwald, a former NBC exec who was the network’s lead on Hulu during the platform’s launch, probed deeper and discovered China, by some accounts, constitutes 30% of global market share in the luxury industry. Chinese luxury consumers are much younger than their Western counterparts and do a significant amount of online research about brands and products.

“If you create a relationship with them, that relationship can be very valuable for many years,” said Mr. Buchwald, Bomoda’s CEO. Co-founders are editor-in-chief Suki Sun and COO Alain Rothstein.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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