BELLE Listed The First To Buy MII Li To Expand The Men'S Shoes Market.

In October 29th, 1880.HK, the largest footwear retailer in China, announced that it would take the brand name of Aus International (Hongkong) limited to HK $600 million, and also include Aus International's more than 150 retail chains in Hongkong, Macao and Mainland China.

This is the largest acquisition after its listing this year.

The reporter learned from BELLE people as an investor that more mergers and acquisitions will be launched before the end of the year to expand the brand line and expand the terminal advantage.

After the listing, the big expansion of M & A is aimed at making BELLE's brand portfolio richer. BELLE's high-end brand is only Staccato, and it is not perfect enough. Besides, it has a good brand awareness and retail terminal.

A BELLE Investor Relations Department said.

It is understood that as of June 30th, BELLE has opened 4778 retail chains of footwear and clothing, of which 3150 are footwear retailers.

However, BELLE is not satisfied with this. BELLE said: "there is still much room for development of domestic retail terminals. We intend to buy several more enterprises."

In May 23rd this year, BELLE international issued 1 billion 400 million shares, raising 1 billion 100 million US dollars.

BELLE said that some of the funds raised after the listing will be used to acquire new brands and retail terminals. The company's acquisition is also aimed at replenishing the existing brand lines, especially the high-end brands, so as to realize the multi brand strategy.

It is understood that in BELLE's existing 8 footwear brands such as BELLE, Teenmix, Staccato and so on, only Staccato is a high-end brand, which is slightly thinner. M & M is just able to make up for the shortage of BELLE in the short term.

The next step is to focus on the development of men's shoes. "The next step in the development of the company is mainly in three directions, one is the development of high-end brands, the other is leisure sports series, and the three is the development of men's footwear," he said.

The person said, "BELLE's next development is mainly based on acquisitions, the establishment of new brands, the acquisition will be faster."

However, he did not disclose who the next target would be.

Ma Ruiguang, a retail expert at Yi Ma consultant, said that BELLE would move to other fields after its success in women's shoes, extending to the upper and lower reaches, including the development of men's shoes. However, BELLE will not take BELLE brand as men's shoes.

BELLE's remarks confirmed Ma Ruiguang's judgement.

The person said, "the company itself also has a brand of men's shoes, the next step will be to increase the intensity of this promotion."