How To Create An International Luxury Fashion Brand?

In June 25, 2019, Shandong Ruyi investment holding group (hereinafter referred to as "Shandong Ruyi") said that it intends to issue shares to Beijing's Ruyi fashion Klc Holdings Ltd (hereinafter referred to as "Ruyi Holdings") to purchase its brand management company, Li Bang holdings and Aquascutum (Jagle Dan), in order to improve the textile and garment industry chain, give full play to the brand pulling effect, and build the company into an international light luxury fashion brand operation platform.

Shandong Ruyi pointed out that after putting these assets into the listed companies, the business scope of the listed companies will extend from the traditional wool spinning line, fabric and clothing intelligent manufacturing, to the fashion brand operation and the retail store of intelligent stores, and give full play to the synergy effect of the three plates, namely, science and technology fiber, textile manufacturing and fashion brand. At the same time, it can also reduce operating costs, narrow the gap between product design and innovation ability and international leading enterprises, expand the development space of the company, extend the brand operation of the textile and apparel enterprises, realize the spanformation and upgrading from the textile intelligent manufacturing to the fashion brand operation, enhance the company's profit level, and create greater value for all shareholders.

Li Yunpeng, brand publicity director of Ruyi holding group, said: "in order to continuously upgrade the technology textile to fashion brand spanformation and upgrading, open up the whole industry chain, bring into play the collection effect of the industrial chain of scientific and technological textile and fashion brands, reduce costs and improve efficiency, and dedicate more favored and high-quality products. Ruyi holding group will exert new efforts in the industry's new kinetic energy, technology, textile and fashion brands, and enhance the overall efficiency of listed companies through asset securitization. This is the reason for the injection of high-end brand clothing assets such as Li bang and Aquascutum into the listed companies.

Founded in 1851, Aquascutum is a British windbreaker brand with the luxury brand Burberry (Burberry). Aquascutum, the earliest agent in Greater China, was Hongkong YGM group, and was bought for 15 million pounds in 2012. In 2017, Ruyi holdings purchased the brand from YGM group at a price of 117 million US dollars.

Li Bang Holdings Limited is mainly engaged in the senior men's clothing retail business in the Greater China and European markets, and operates the main brand in the global franchise. The group's five menswear brands include: the British men's wear brand Gieves&Hawkes, Kent&Curwen, the French menswear brand Cerruti 1881, and the franchised Japanese menswear brand D 'URBAN and the British menswear brand Hardy Amies. In November 2017, Li Bang men's wear introduced external investors in the way of rights offering, and Ruyi holdings gained 1 billion 846 million shares of Li Bang men's wear in HK $1.2, making it the largest shareholder of HK $2 billion 200 million. (see "ornate ambition": Shandong Ru 2 billion 215 million HK dollar holding Hongkong international bond Co., Ltd.)

Market participants speculated that the target value of the spanaction should be no less than 4 billion yuan, according to the tender target of the announcement. According to the profits of Li bang and Aquascutum, it is expected to bring incremental profits of listed companies not less than 400 million yuan per year.