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Evergreen to open children’s fashion stores

Evergreen International has secured brand rights to greater China for a portfolio of high profile childresnwear brands.

Until now, a specialist in menswear, Evergreen targets the upper-middle and high-end segments of mainland China’s market.

Now the group has secured the rights to Roberto Cavalli Junior, Simonetta and Diesel Kid to distribute children’s wear and accessories in mainland China, Hong Kong and Macau.

It has also signed a preliminary agreement with Rykiel Enfant under Sonia Rykiel regarding the proposed distribution of that brand’s children’s wear and accessories in the same markets.

Separately, Evergreen has signed a letter of intent with Fendi Kids and is currently evaluating opening Fendi Kids monobrand shops and stores-in-stores in Mainland China.

Last August, the group opened a Roberto Cavalli Junior store at Ocean Terminal in Hong Kong’s Harbour City. The group plans to open about nine new stores to introduce premium brands of children’s wear and accessories into the first- and second-tier cities of mainland China in the first half of this year.

The locations will include the shopping malls in Chengdu IFS, Qingdao MixCity, Shenzhen MixCity and Qingdao Hisense Plaza.

It will also open four retail stores for children’s wear and accessories at the shopping mall of the Galaxy Macau resort in the first half of 2015.

Evergreen says it will continue to negotiate with shopping centre owners with a view to opening more stores in Hong Kong, Macau and first and second tier cities in the mainland in the second half of 2015.

Chan Yuk Ming, chairman and executive director of Evergreen, said the company is in discussions with other international premium fashion brands about the retailing and wholesaling of their children’s wear and accessories in Hong Kong, Macau and Mainland China.

“We believe the group’s new business segment of high-end children’s wear and accessories will further diversify the portfolios of products and brands of its businesses of apparel and accessories, and will leverage the foundation of its existing menswear business, thus will be benefit to the company and its shareholders as a whole.”

Evergreen currently owns and manages V.E. Delure and Testantin, targeting the markets for high-end business formal and casual men’s wear, the upper-middle fashion casual men’s wear and the high-end children’s wear.

The group’s strategy is to open self-operated stores in key cities, while penetrating the markets of slower development through distributors. To cope with business expansion and raise operating efficiency, the group has strategically used a combination of self-operated retail stores as well as distributors of varying sizes to cater to different stages of development and target markets for each of its brands.

As at December 31 2014, the group had 177 self-operated stores and 191 franchised stores in 30 provinces and autonomous regions, covering 171 cities.

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