Canadian luxury brand Nobis has announced the opening of three stores in Beijing and Shanghai, marking the outerwear brand’s official entry into the Chinese retail space.
The first retail locations, located in Beijing’s SKP, and Galeries Lafayette, and Shanghai’s Réel Mall, “promise a complete brand experience with core and new collections,” according to a press release from the Toronto-based firm.
Nobis’ China entry marks the first step of a joint venture formed with Ellassay, a player in China’s luxury fashion sector. In June, the duo inked an agreement for Ellassy to distribute, manufacture and sell the Nobis brand in mainland China, Macau and Hong Kong.
“Nobis is ranked a top 3 luxury outerwear brand in South Korea by sales volume, with 30 locations in top department stores, and we’re eager to start that journey in China with our new partners at Ellassay,” said Robin Yates, vice president and co-founder of Nobis.
Leveraging Ellassay’s understanding of the Chinese consumer, expert distribution, and esteemed brand-building track record further enhances the partnership, added the brand.
“As an innovative product-first company, customers will experience the quality of Nobis icons styles like Aura and Yves firsthand, as well as fashion-forward additions like Dyna, Aspen and Isla,” said Kevin Au-Yeung, president and co-founder of Nobis.
“We welcome the consumer to visit our stores and learn how we design with purpose in mind, our mid-layers, performance outerwear, and technical accessories all working together to build a technical apparel wardrobe for today’s climates.”
Founded in 2007 in Toronto, Nobis is a luxury outerwear and accessories label, which is now available in some 35 countries.
Founded in 1990, Ellassay started out as a womenswear brand, before acquiring a portfolio of high-end fashion labels including Self-Portrait, Vivienne Tam, Laurèl, Iro, Ed Hardy and Jean-Paul Knott.
China’s luxury goods market is set to hit CNY 816 billion (USD 112 billion) by 2025, according to a report by PwC, accounting for a staggering quarter of the global industry.