Chinese Designer Brand Derek Lam (Lin Jiancheng) Was Acquired

The famous Chinese American designer, Derek Lam (Lin Jiancheng), was acquired by the same name brand by Public Clothing Company. PCC appointed Derek Lam as the chief creative officer of the business line.

Derek Lam, founded in 2003 in New York, initially focused on high-end Derek Lam Collection, and later launched a more affordable, more modern Derek Lam 10 Crosby. In May 2019, Derek Lam was reported to be looking for new investors. In July 2019, Derek Lam and his partner, chief executive Jan Hendrik-Schlottmann, decided to close the Derek Lam Collection business, focusing on Derek Lam 10 Crosby. At that time, 70% of the company's business was concentrated in Derek Lam 10 Crosby.

At present, Derek Lam's private equity fund, Sandbridge Capital and Jan-Hendrik Schlottmann, have invested in their shares in 2014. European investment giant Labelux (later JAB Holdings) was once a major shareholder of the New York based designer brand. It withdrew in November 2012 and was repurchased by Derek Lam and Jan-Hendrik Schlottmann.

Derek Lam has run several stores in the United States, including the Derek Lam boutique, 764 Madison Avenue, opened in 2010, and Derek Lam 10 Crosby store located in Crosby Street of SoHo district. Derek Lam said: "all brand stores are closed, and now there are many retail partners and online business opportunities. Retail business must be carefully considered. It is not necessary to open a store to do marketing.

At present, Derek Lam 10 Crosby products are still sold through retailers such as Saks Fifth Avenue, Nordstrom, Neiman Marcus and Bergdorf Goodman. Derek Lam said: "department stores are still the main display sites of contemporary fashion." The brand is also sold on websites such as Shopbop, Intermixonline and Net-a-porter. Derek Lam says sales of Derek Lam 10 Crosby 25% come from its own website.

Derek Lam 10 Crosby's current products include women's garments, glasses and perfume. Derek Lam said that in the future, Derek Lam 10 Crosby will continue to launch four new series every year and sell through existing distribution channels. He did not build T show for Derek Lam 10 Crosby, but used the marketing method of digital advertising. He said, "I like the feeling of freedom, because you are still creative. This is about brand creativity, and it has a long history. In addition, fashion also exists on the Internet. This is a place conducive to visual communication. Therefore, it is meaningful to take the Internet as the front line of our promotion. The amount of attention that the Internet brings is really unbelievable. I want to focus on Derek Lam 10 Crosby, because this is the most modern way to create products for my audience. Putting everything under one brand is what I want. "

"We want to develop in a sustainable way," said Dan Shamdasani, founder and chief executive of PCC. Derek has been in fashion for some time. He knows his customers very well. The brand will take the road of growth, and we will invest in the brand. "

On Thursday, Derek Lam said in an interview: "Dan and his team have tremendous opportunities to develop brand businesses and expand new markets and new categories. In the international market, there is still a huge opportunity that has not yet been developed.