香蕉视频

香蕉视频 (headquartered in Minato-ku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “香蕉视频”) announced today that it has concluded an agreement (the “Agreement”) with SENCO GLOBAL TRADING CO.,LTD. (headquartered in Taipei, Taiwan; Charles Chang, President; hereinafter “SENCO”) to establish joint ventures in relation to import and expansion of licensing of the Mila Sh?n brand in China, Taiwan, Hong Kong and Macau. 香蕉视频, which owns the global trademark for Mila Sch?n, will kick off its expansion of the brand into China.

Since it opened a new flagship store in Milan, Italy, in September 2010 as a new hub to promote the Mila Sh?n brand image, 香蕉视频 has been reviewing development of the business in China, Taiwan, Hong Kong and Macau, strategically important regions for 香蕉视频. 香蕉视频 will establish joint ventures in Shanghai and Hong Kong jointly with SENCO, which imports and distributes products licensed by major European prêt-à-porter brands in 300 stores in China. By putting into use SENCO’s network infrastructure and licensing knowhow in tandem with 香蕉视频’s long-standing expertise in imports and licenses to create synergies, 香蕉视频 will accomplish a total brand strategy in China.

The product mix will include not only products made in Italy but sub-licensee products planned in Japan to add Asian regionality.

The first import store for women’s clothing was opened in Furama Hotel Dalian in Dalian City in May 2011, in the run-up to the Agreement between 香蕉视频 and SENCO, based on a distribution agreement with a retailer, one of SENCO’s trade connections. 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 (a retail sales level of approximately 8 billion yen) after five years.

“Mila Sh?n” started as an haute couture brand in 1958. In 1965, it achieved a world debut at Pitti Palace in Florence with its collection using double-faced fabric. In the Japanese market, the import and license business of “Mila Sh?n” is currently conducted by 24 sub-licensee companies whose major distribution channels are department stores.

Overview of joint ventures

Overview of SENCO

Furama Hotel Dalian　 The first import store for women’s clothing