Chen Yao'S Endorsement Of Jewellery Brand APM Seeks To Sell, Fosun International Or Intends To Buy.

Reuters quoted the news that the European jewelry brand APM Monaco has hired the French investment bank Natixis SA to deal with the issue of selling.

In 1982, Ariane Prette, founder of APM Monaco in Monaco, began to make traditional gold ornaments, diamonds and jewellery for other jewelers in the name of personal brand.

In 2011, the brand began to pform, specializing in the design of pure silver jewelry, and with young customers as the goal in Europe and China actively expand, now has around 200 stores in the world.

According to the brand website, there are more than 125 APMMonaco stores or counters in Greater China. Its footprints also cover areas such as Japan, Singapore, Southeast Asia, Canada and the United States.

At present, the brand is still under the control of the Prette family. As the creative director's founder, daughter-in-law Kika Prette leads the brand to launch four new products every month and 12 fashion series a year.

APM Monaco in the orbit of the capital market can no doubt learn from the Danish brand Pandora A/S (CPH:PNDORA) Pandora, who is also positioned to be light and luxurious and silver based. It should be a lesson from the lesson that the over expansion of the future but the lack of innovation has led to a sharp slowdown in just a few years.

Last week, the newly appointed CEO Pandora A/S Pandora has slowed down to 3% of its organic revenue growth in the 2018 fiscal year, and is expected to see a negative growth of 3%-7% in 2019.

After its listing in 2010, its stock price broke through 1000 DKK in early 2016, but with a series of weak earnings and performance warning, the stock price hit a new low of 253.8 DKK in January this year, and it fell nearly 75% in less than three years.

In 2018, the Pandora A/S Pandora, which earned 22 billion 800 million DKK (US $3 billion 460 million), has a market value of about 36 billion 500 million DKR (about US $5 billion 540 million).

It is reported that APM Monaco is expected to get a valuation of US $1 billion.

On the other hand, people familiar with the matter say that the brand has come into contact with Asian investors.

0565.HK, which is a strategy to increase European retail investment and "leveraging the growth momentum of China's consumer market", is likely to be a potential investor. Last year, the group's FolliFollie Commercial Manufacturing and Technical SA (HDFr.AT) Fu Li, who was exposed to false accounts, lost a lot of money on Liv.

The brand combination of Fosun International's FM star fashion group also includes French luxury brand Jeanne Lanvin SAS Langwen, Austria high-end silk stockings and underwear brand Wolford AG (VIE:WOL), Italy high-end men's wear brand Caruso and American knitting brand St. John Knits.

The group announced this week that it will increase its German retailer Tom Tailor HoldingAG (TTIGn.DE) and propose a comprehensive acquisition.