ITOCHU expands Mila Shon brand to China

ITOCHU Corp recently finalized an agreement with Senco Global Trading Co Ltd to establish joint ventures in relation to import and expansion of licensing of the Mila Shon brand in China, Taiwan, Hong Kong and Macau. ITOCHU, which owns the global trademark for Mila Schon, will kick off its expansion of the brand into China.

ITOCHU will establish joint ventures in Shanghai and Hong Kong jointly with Senco, which imports and distributes products licensed by major European pret-a-porter brands in 300 stores in China. Leveraging Senco's network infrastructure and licensing knowhow, ITOCHU aims to accomplish a total brand strategy in China with its long-standing expertise in imports and licenses. The product mix will include not only products made in Italy but sub-licensee products planned in Japan to add Asian perspective.

The first import store for women's clothing was opened in Furama Hotel Dalian in Dalian City in May this year, in the run-up to the agreement between ITOCHU and Senco, based on a distribution agreement with a retailer. Test marketing of women's clothing made in Italy and Japan has started at the store. At the end of October, the second import store for women's clothing will open in Chongqing, followed by a third store in Beijing, which will open early next year.

Expansion of licensing is planned to start in part for the spring and summer of 2012 and on a full-fledged basis for the fall and winter seasons of 2012. Licensing will be expanded to 300 sales points after five years.

Mila Shon, which started as an haute couture brand in 1958, achieved a world debut in 1965 at the Pitti Palace in Florence with its collection using double-faced fabric.

© JCN Newswire