Lenian.cn, the Chinese online retailer of healthcare products raised US$ 31 million in Series A from Hangzhou Haowangjiao Investment Management Co.Ltd.

Founded in September 2010, Shanghai-based Lenian.cn is specializing in healthcare products retailing and health consulting, the funding will be used to expand its online repository adding cosmetics, cosmeceuticals and health kits.

According to the company, Lenian has reached over US$ 1.25 million (RMB 8 million) monthly sales and the number is expected to be over US$ 1.5 million (RMB 10 million) by year-end.

Lu Ye, founder and CEO of Lenian has invested in and served several TV shopping and B2C companies as well as provided consulting service for them.

Lenian has established partnership with Real Nutriceutical, a giant manufacture of healthcare products and nourishments.