"Hua Lian" acquires Italian brand "Orlando"

There are about 220 garment companies in Shaoxing County, Zhejiang Province, but there is a lack of international famous brands and the phenomenon of “short legs” is more obvious. The day before yesterday, Orlando Clothing Co., Ltd., a subsidiary of the Hualian Group, successfully acquired the Italian "JOSE ORLANDO" (Jos Orlando) brand, which has taken a new path for the internationalization of clothing brand in our county.

The international men's wear brand "JOSE ORLANDO" (Jos Orlando) officially took root in Keqiao the day before yesterday. Orlando Apparel Co., Ltd., a subsidiary of the acquirer Hualian Group, will retain its original business model and design its research and development ideas, and will incorporate local elements to take advantage of the pace of internationalization.

The JOSE ORLANDO brand originates from the Orlando family in Barcelona, ​​Spain. In 1860, the family opened its first fabric shop under its own name in Florence, Italy. After many years of hard work, "JOSE ORLANDO" became a high-end clothing boutique favored by the upper classes. In the 1970s, the Orlando family launched the SIMON CASILLAAS brand. Due to its well-established business, it quickly gained fame and its stores were located in more than 10 countries and cities including Italy, France and Germany.

In 2007, Hualian met Orlando in an exhibition in Florence. After the two sides communicated and understood several times, this marriage finally settled. The Orlando family is optimistic about the prospects for the development of the Chinese market, and Hualian has also found a brand new road for internationalization. Last year, the family formally decided to re-register the "JOSE ORLANDO" brand and transfer it to Hualian.

At present, “Orlando” has opened six direct-operated chain stores in China. Its sales outlets are mainly concentrated in first and second-tier cities such as Beijing, Shanghai, Hangzhou, Guangzhou and Nanjing. In the next three years, the company will use the two business models of agent joining and direct marketing, and strive to open more than 50 brand sales outlets nationwide, and gradually go abroad to enter Italy, France and other markets.

Feng Defu, executive vice president of the China Garment Association, believes that the cultivation of clothing brands is a long process. Any well-known brand in the world has accumulated decades or even hundreds of years of culture, has its own distinct personality, and represents a certain aspect. The trend. Hualian Group has introduced foreign mature first-line brands through acquisitions and cooperation, and then brought its own brand to the internationalization road. This is a new development path from which one can learn more about the concept of brand management and design research and development.