According to reports from Hong Kong media, Wang Dongxing, Chairman of Lilang Garment Co., revealed the company's ambitious plans to expand its presence in the Mainland by introducing European and American denim collections through partnerships or mergers. The group is also in talks with several high-end Western brands, aiming to secure long-term operating rights for these labels in mainland China. In addition, Lilang is set to invest approximately 150 million yuan into its L2 brand, which targets young consumers. The L2 line is scheduled to launch in the Mainland in July next year, with over 100 stores planned within the next year, mostly through franchise models.
Wang emphasized that the company is open to bringing in high-end European and American fashion brands, including women’s lines, in the future. He noted that the Lee Lang brand currently holds a 3.4% market share in the business casual men’s clothing segment in the Mainland, ranking first in its category. The majority of Lilang’s revenue still comes from second- and third-tier cities, making up around 60–70% of total sales, while first-tier cities contribute about 14%. The company currently operates more than 2,600 specialty stores nationwide and aims to open 300–400 new locations each year over the next five years, with a target of reaching 4,500 stores by 2014.
“I hope Leela will become China’s Armani one day,†Wang said, highlighting the brand’s aspirations. Regarding the positioning of L2, he explained that the brand is designed for young people who have just graduated from university. As such, the pricing is kept affordable, with casual wear averaging between 500 to 600 yuan, and accessories priced around 300 yuan. Wang also mentioned that due to the vast potential in the Chinese market, there are no immediate plans to expand overseas. At most, the company might consider targeting overseas Chinese communities in the next 2–3 years.
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