China’s fashion apparel company Shanghai La Chapelle Fashion Co., Ltd. (La Chapelle), through its wholly owned subsidiary, LaCha Fashion 1 Limited, has invested $3.75 million in TNPI HK Co. Limited (TNPI), which owns the franchise in South Korea and China (including Hong Kong) of the renowned Italian coffee brand Segafredo.
The investment will give La Chapelle 20.75 percent of TNPI and launch the cooperation between the two companies, whose joint objective is to expand the coffee brand in China.
Under the plan, La Chapelle said the partners will open Segafredo coffee shops within its apparel stores, combining the leisure elements of tasty food with trendy items and lifestyle products. The two companies believe that the seats, food and drinks available in an apparel store can lengthen shoppers’ stay, with a greater opportunity to have a deeper understanding of the brand.
Segafredo provides light food items and beverages including coffee, juices, soft drinks, desserts, western light meals, red wine and cocktails. All its coffee shops in China import the coffee beans from Italy to ensure the best quality of ingredients while he cheesecake sold in the shops are provided by The Cheesecake Factory.
“The need to consolidate industry resources is pressing along with the more intense market competition. Apparel retailers must capture the first-mover advantage and expand market share by enhancing the shopping experience and adding value to the products in order to stand out among the competition,” explained Wang Yong, Executive Vice President of La Chapelle, in a media statement.
(Source: Enterprise Innovation )