30 Million, Win The Right To Operate Designer Brand In China

The Shenzhen song's clothing Limited by Share Ltd (hereinafter referred to as "self-portrait") issued a notice today (August 7th). The company signed a joint venture agreement with St. Paul's Intellectual Property Ltd (hereinafter referred to as "Saint Peter") in August 6, 2019. It plans to jointly invest in Shenzhen, Guangdong to establish a joint venture. The joint venture owns the ownership of the "self-portrait" brand in the mainland of China, so as to manage the "self-portrait" brand in mainland China.

The two sides agreed that he invested 30 million yuan in currency and held 50% stake in a joint venture company, and San Po Qi invested 30 million yuan in intellectual property rights and held 50% equity in joint ventures.

After the deal, the joint venture gained the ownership of the "self-portrait" brand in mainland China. Through the management of the "self-portrait" brand in mainland China, the joint venture further enriched the company's high-end brand lineup and provided unique products and services to mainland Chinese consumers. The introduction of self-portrait brand is expected to continue to expand the company's brand lineup and its share in the high-end international fashion market. With the continuous development of the high-end brands of the company, the synergies of all brands will be further developed, and the efficiency of the company in management, operation and finance will continue to improve, which will further promote the company's strategic goal of "becoming an internationally competitive high fashion brand group".

According to the reporter's announcement, the "self-portrait" brand was founded in November 2013 by Saint Martin, a designer in Malaysia, and Mr. ChongHanLoon has the educational background of the central London Institute of Venice. He has attracted much attention in the 2009 Venice Biennale and the 2013 Munich Art Festival and other visual arts activities, so that Mr. ChongHanLoon and the brand "self-portrait" have emerged in the fashion industry.

The "self-portrait" series of products combines the feminine characteristics of the beautiful elements, with unique cutting-edge cuts, good use of avant-garde texture and crisp fabrics, flexible use of lace, hollows, broken flowers and other elements. While showing romantic sentiment, it reveals a hint of boyish mischievous, so that the "self-portrait" series clothing shows a unique contemporary style.

As of March 2019, the "self-portrait" brand has opened 375 outlets, covering more than 70 countries in the world. "Self-portrait" jointly launched many joint names with international famous brands to create a global brand reputation. For example, cooperate with the famous cowboy brand "Lee" to cooperate with "BODYOPTIXTM" series clothing, cooperate with LesSpecs sunglasses, and cooperate with "RobertClergerie" shoes.

The industry believes that since 2015, the company has extended its brand extension to acquire Laur high-end brands such as l, EdHardy, IRO and VIVIENNETAM. In the positioning of high-end women's clothing, the brands are differentiated and have a certain reputation. Brand extension expands consumer groups, and brands form effective synergy in the background of channels and information systems.

Wang Feng, an analyst with Huajin securities, said that the brand expansion of the company began in 2015. In 2015, the company acquired light luxury women's clothing LAUREL and 2016 purchased Chao brand EdHardy. In 2017, it bought french street style IRO and designer brand VIVIENNETAM, and introduced designer brand JeanPaulKnott in 2018. And all the brands mentioned above have certain popularity in related fields. Among them, the main brand ELLASSAY has won the first place in the domestic high-end women's clothing market share in 2018, and has become the leading brand of high-end women's clothing in China. LAUREL was originally a subsidiary brand of German luxury brand ESCADA, and more than 1000 stores covered more than 30 countries and regions. EdHardy, founded in 2004, is welcomed by young people and celebrities, especially the Hollywood stars. According to Baidu encyclopedia, MichaelJackson, BrittanySpears, ParisHilton and other people hold a welcome attitude towards EdHardy. The French designer brand IRO has achieved good development in many countries and regions such as the United States, Germany, the United Kingdom, Spain, Denmark and Korea. The Chinese American designer, the brand name VIVIENNETAM, integrates Chinese culture with modern design. Some of his works are collected by New York Metropolitan Museum of Art, London Vitoria and Albert Museum.

Financial reports show that, with the help of multi brand promotion, it has also gained scale growth. By the end of the first quarter of 2019, the revenue of ELLASSAY was reduced to 41%, while IRO accounted for 26% of revenue and EdHardy accounted for 20% of revenue. In 2018, ELLASSAY, LAUREL and EdHardy revenue increased by 4%, 14% and 14% respectively, and the other year's consolidated IRO revenue increased by 44%. The growth rate of multiple brands contributed to the continuous growth of the revenue of the company.

Wang Feng believes that in the long run, the brand of Costus clothing has a clear positioning, strategy and popularity, and hundred autumn will steadily push forward the strategy of Southeast Asia and global expansion. Good management will promote the steady growth of the company's performance. It is estimated that in the next three years, the revenue growth of the company will be about 18%, 17% and 15%, and the growth rate will gradually decrease. At the same time, fierce competition in the market pushes the gross profit margin to stabilize. The gross profit margin is expected to be about 67.6%, 67.3% and 67.1% in the next three years.

According to the financial report, by the end of the first quarter of 2019, there were 307, 39, 180, 51, and 14 LAUREL, EdHardy, IRO and VIVIENNETAM respectively, accounting for 52%, 6.5%, 30%, 8.6% and 2.4% respectively.