Retail in Asia

In Markets

Foo & Foo to open 50 China stores by 2027 via new joint venture

Foo & Foo plans to rollout of dozens of stores in China by 2027, as part of the Los Angeles label’s new partnership with TheImmersive, a brand development joint venture between DFO and New Accolade Group.

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Founded in 2017 by Elizabeth Hilfiger, the daughter of designer Tommy Hilfiger, Foo & Foo is an American-made fashion brand that focuses on Gen Z and “next-gen” consumers. Key items include T-shirts, bungee cord skirts, slouchy jeans and sweatpants, priced from USD 80 up to USD 500.

Over the next three years, the fashion brand is looking to open more than 50 brick-and-mortar stores in China, as well as a full-fledged e-commerce business, according to a WWD report.

“We’ve seen an increasing growth of our customer base in Asia, particularly the Chinese market, where the youth population and next-gen are coming out with the most creative visions and shared vision for what we do,” Hilfiger told reporters.

The brand’s first China store will be located in either in Beijing, Shanghai or Chengdu, with proceeding retail openings to open in provincial capital cities such as Shenzhen, Chongqing, Hangzhou, Nanjing, Wuhan, Zhengzhou and Changsha.

DFO, a Shanghai-based brand accelerator for global fashion brands in China, linked with Foo & Foo in March. The accelerator provides services across wholesale, communication and strategy, with current client including Christian Wijnants, System, Stine Goya, Fiorucci, Tibi, Joseph, Études and GCDS.

New Accolade Group provides retail plans for designer brands in China, including brick-and-mortar, outlet and key online channels.