Chinese Brands Continue To Internationalize Shanghai'S Grain Fashion To Acquire The French Fashion Brand Carven.

It is reported that China Wo fashion group is likely to become the leader of a group of brands that buy Carven.

Following the bankruptcy protection made by Carven, a French fashion designer Carmen de Tommaso founded in 1945 in May, to the Paris commercial court, the brand has finally come to a turning point.

Before its final liquidation date, companies including Axara, Lee Cooper, Cashtex, PhilippeM tivier, Market Maker and Red Luxury put forward a pre tender offer to the brand, and the most likely purchase was an ecological clothing brand of China, namely, "Icicle".

Although Carven is currently refusing to comment on the takeover, Tao Xiaoma, President of the company, responded to the interface reporters that he had indeed participated in the takeover bid, but the outcome of the specific paction had to wait for the final decision of the French court in October 12th.

It is understood that the value of the paction is estimated to be millions of euros.

For the international market, Wo Wo may be a well-known brand.

The clothing company was founded in 1997. Its founder is Ye Shouzeng, a former professor and alumni of Donghua University in China.

The company has been focusing on the procurement of sustainable and high quality fabrics, and has more than 100 boutiques in the Chinese market.

Adopt minimalism in clothing styles.

The price is between 3000 yuan and 8000 yuan RMB.

Flagship store

In recent years, China's acquisition of fashion brands in Europe and America has been increasing, including

The frequent takeover of Chinese companies such as Fosun Group and Ruyi group of Shandong has given confidence to many Brand Company that want to develop in many ways, and wo also wants to explore more product lines.

Some people think that after buying Carven, Wo Wo needs to invest far more to run the brand.

"Wo Wo buy Carven can not buy Lanvin compared with Fosun Group.

Because fosstar group is largely a pure investment company, they only want to make the most of their assets, so it is likely that they will sell this business in the next few years after the acquisition.

However, it is obviously not the case, "a source told the women's wear daily." this is not a fixed asset or a football team. You can boast if you pay a lot of money.

After buying Carven, they will have to invest more capital than the cost of purchase to maintain the operation of the brand.

Flagship store

But in fact, the French brand of Carven is especially chosen.

Fashion group is also hoping to increase its brand.

Expansion.

As the group announced earlier that the group already had a design team of about 20 people in Paris, and also set up its own studio on Raymond Poincare street in Paris, France would be the first choice if it took the international stage.

On the other hand, for Carven, this is also a "reassurance".

As early as 2008, Carven was bought by Soci t t B Ranger company. Under the guidance of its original CEO Henri Sebaoun and the original art director Guillaume Henry, Carven has been developing rapidly for a short time.

Then in 2012, the headquarters was located.

Bluebell, a fashion brand agent, became an agent of Carven Greater China and introduced the brand to the mainland in the following year. In May 2016, the group bought a Carven 2/3 stake.

However, it has always emphasized the iconic nature.

And the classic elements such as embroidery, and insisting on the introduction of complex technology Carven after young consumers occupy the market, did not seem to cause consumers too much attention.

In 2017, the brand paid 21 million 500 thousand euros in revenue and carried up to 40 million euros in debt.

This year, due to Carven's financial difficulties, the delayed production of the 2018 spring products designed by Serge Ruffieux failed to deliver on schedule, resulting in millions of euros loss, which accelerated the application of the brand to bankruptcy protection.

In May this year, a Carven spokesman said that at present, Carven has 8 shareholders including Bluebell, Sebaoun and Turenne Capital, and nearly 100 employees, with an annual income of about 20 million euros.

At present, the new acquisition scheme, even if it can not become a life-saving straw for Carven, will bring a new lease of life to the brand.