Biome signs China distribution agreement with H&S Global
Released
Released
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ASX ANNOUNCEMENT
9 November 2026
Biome signs China distribution agreement with H&S Global
● Biome has executed a master distribution agreement with H&S
Global for the exclusive cross-border e-commerce (CBEC)
distribution of the Activated Probiotics range in mainland China,
one of the world’s largest probiotics markets¹
● Launch planned for early 2027, with a Year 1 purchase target of
A$2.0 million to 31 December 2027, the threshold for H&S Global to
retain exclusivity in Year 2
● If achieved, the Year 1 purchase target would more than double
Biome’s FY26 international sales of A$1.8 million
● Activated Probiotics will launch in China as Australian made and
clinically proven, with more than 30 clinical trials on the finished
products, and Biome Daily the number one probiotic product in
Australian pharmacy²
Microbiome health company Biome Australia Limited (ASX: BIO) has,
through its wholly owned subsidiary Biome Australia Trading Pty Ltd,
executed a master distribution agreement with HS Global E-Commerce
(HK) Ltd, a Hong Kong-incorporated company (H&S Global), following
the heads of agreement announced on 27 August 2026.
Biome has built a strong foundation in international businesses across
New Zealand, Canada, the UK, Ireland and Europe, which delivered A$1.8
million in FY26, or 7.5% of group revenue, and continues to grow. China
adds a major new growth market alongside them.
Launch is planned for early 2027. The Year 1 purchase target is A$2.0
million at Biome’s wholesale invoice value through to 31 December
2027, and is the threshold for H&S Global to retain exclusivity. If it is met
and the Year 2 target is agreed, H&S Global keeps exclusivity in Year 2. If
not, Biome may appoint other distributors, subject to H&S Global’s right
to match a competing offer. Targets for Years 2 and 3 will be agreed on
Year 1 performance, reflecting the growth both parties are working
toward.
Why China, and why this approach
China’s probiotics market was worth approximately US$10.8 billion in
2025 and is forecast to reach US$29.3 billion by 2033.¹ Cross-border
e-commerce generally allows Biome to enter without local product
registration, reformulation or capital expenditure, selling the same
products, in the same packs, that serve Australian pharmacy.
Biome is taking a long-term approach, built on the clinical evidence
behind the range. Activated Probiotics is clinically proven, with more
than 30 randomised, double-blind, placebo-controlled clinical trials on
the finished products, and is practitioner recommended through more
than 7,500 Australian pharmacies and practitioners. Biome Daily
Probiotic is the number one probiotic product in Australian pharmacy,
and IQVIA data to 3 October 2026 shows it extending that lead, with
Biome Daily Kids the number one children’s and immune health
probiotic.² That momentum at home underpins the timing of the China
launch. The range will launch as Australian made, with commercial
production now underway at Specialty Probiotics Australia.
H&S Global brings a demonstrated record of building and scaling
international health brands in Chinese cross-border e-commerce. H&S
Global purchases product from Biome for resale and operates the
brand’s stores and channel presence on Biome’s behalf, while Biome
and H&S Global jointly plan brand and marketing, with Biome funding
brand investment.
Key terms
● Territory and channel: People’s Republic of China (mainland),
cross-border e-commerce only, including Tmall Global, Douyin,
PDD and RedNote, and other agreed cross-border platforms
● Term: from signing (and no earlier than 1 November 2026) to 31
December 2029, with Year 1 running to 31 December 2027
● Conditions: none
● Exclusivity: unconditional in Year 1. In Years 2 and 3, exclusivity
continues subject to H&S Global achieving the prior year’s
purchase target and the parties agreeing the next, with a right for
H&S Global to match any competing offer. If exclusivity ends, H&S
Global continues as a non-exclusive distributor
● Marketing: Biome invests in brand and marketing under
campaign plans agreed with H&S Global, supports the
development of H&S Global’s local Activated Probiotics team, and
will be represented at major trade and consumer events in China.
H&S Global must use best endeavours to promote and sell the
range
● Launch support: in Year 1, Biome provides a marketing funding of
12.5% and an operational support contribution of 12.5% of invoiced
value (25% in total), to be renegotiated at the end of Year 1. The
Year 1 purchase target is measured before this support is
deducted
● Termination: Biome may end the agreement on 90 days’ notice
after Year 2 if H&S Global’s exclusivity does not continue into Year
3. Either party may terminate for a breach that cannot be
remedied or is not remedied within 30 days of notice, for
insolvency, or if a force majeure event continues for more than 60
days
● Brand and IP: Biome retains all rights in the Activated Probiotics
brand. Brand stores and accounts in China are held on Biome’s
behalf and transfer to Biome on termination, or on request if
exclusivity ends. Chinese-language marketing materials created
for the range are owned by Biome. Biome has filed its first trade
mark application in China, with further applications, including a
Chinese-character mark, to follow
● Supply: delivered to H&S Global’s Sydney warehouse, with
payment 30 days from invoice
● Governing law: Victoria, Australia
Launch activity
Activated Probiotics was first presented to the Chinese market in June
at Health Plex in Shanghai, in the Australia pavilion with Austrade.
Biome is currently exhibiting at the China International Import Expo
(CIIE) in Shanghai, China’s largest annual import expo, with a booth
within the Victorian Government and Australia pavilion. At CIIE, Tmall
Global invited Biome on stage to present the brand and hosted a
three-way signing ceremony with H&S Global, marking Tmall Global’s
support for the brand’s launch. This was alongside a pre-launch of the
brand’s Tmall Global flagship store and other marketing activity.
Biome and H&S Global are working with the other major cross-border
platforms on launch support, with Biome’s clinical evidence base
central to those discussions.
Left to right: Elvis Pang, Head of Marketing, Pharmaceutical and Health Care, Tmall Global; Blair Vega Norfolk, Founder and
Managing Director, Biome; and Leo Zhang, CEO, H&S Global, at CIIE in Shanghai.
Biome Australia Founder and Managing Director, Blair Vega Norfolk,
said:
“China opens Biome’s largest growth opportunity to date. Our
international business has grown on the strength of our clinical
evidence, with more than 30 clinical trials on our finished products, and
that’s exactly what Chinese consumers are looking for. We’re building
this the right way, on trust and repeat purchase, so the brand is still
growing in ten years. Year 1 is the foundation. We expect China to
become our largest international market, and our ambition is for it to
become one of our largest markets overall.”
-ENDS-
Approved for release by the Biome Australia board of directors.
¹ Grand View Research, China Probiotics Market Outlook, 2025.
² IQVIA™ Sell Out Service, VITAMINS MINERALS AND SUPPLEMENTS category,
CHC3=PROBIOTICS, Australia Pharmacy, Total Value and Unit, 52 Weeks W/E 3 October
2026.
For further information
Lauren Dwyer, Chief Financial Officer and Investor Relations
+61 (3) 9017 5800
corporate@biomeaustralia.com
About Biome Australia Limited
Biome Australia develops, licenses, commercialises and markets innovative,
evidence-based live biotherapeutics and complementary medicines with clinically
proven health benefits. Incorporated in Australia in 2018, Biome distributes locally and
internationally. Supported by randomised double-blind placebo-controlled clinical
trials, Activated Probiotics and Activated Therapeutics help prevent and support
management of various health concerns including low mood and sleep, bone health,
iron malabsorption, mild eczema and IBS. For more information visit
www.biomeaustralia.com
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