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La Chapelle invests $3 mn in lifestyle brand tanni
14
Jun '16
Leading Chinese fashion apparel company, Shanghai La Chapelle Fashion Co., Ltd has signed an investment cooperative agreement with owners of the famous tanni lifestyle brand, Niologie Limited, to invest RMB 20,000,000 ($3 million) into its wholly owned subsdiary Niglie China Ltd. This will enable Shanghai La Chapelle Fashion Co., Ltd to hold 16 per cent of the shares of the Hong Kong based fashion brand known for its floral prints.

The investment complies with La Chapelle's "product-oriented, fashionable and high-quality" brand philosophy, and will help to consolidate the Group's leading position in China's apparel market, a company statement said.

The brand "tanni", operated by Niologie China Limited is a mid- to high-end trendy lifestyle store brand highlighting European exquisite and romantic living. Its series encompass a wide range of products including ladies' apparel, handbag, footwear, accessory, and houseware products.

One of the most significant characteristics of this brand is its design capability of exquisitely rendered floral prints. It enlists a specialized floral prints team from the UK to design the exclusive prints for tanni. Since its entry into mainland China in 2010, it has captured the imagination of the Chinese affluent consumers for its distinctive elegant designs. Its brand concept "Embrace nature" creates a colorful world which never fades through its distinctive floral prints

According to the statement, tanni's items are highly individualized and its sales approach also meets the sophisticated shopping experience expectation of the new generation consumers, thus it has outperformed the industry average in sales revenue per unit area over the past few years.

“Our investment in this mid-range-to-high-end fashion brand further enhances our strength and reinforces our multi-brand strategy while expanding our presence in the women's wear market. Looking ahead, we will continue to actively look in the domestic and overseas for right opportunities to invest in high-quality fashion brands.” said Wang Yong, Executive Vice President of La Chapelle.

Founded in 2010, Niologie China Limited is the first women's apparel brand chain operator in China to introduce European lifestyle brand shops. (SH)

Fibre2Fashion News Desk – India

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