Wuxi-based garment giant forays into Malaysia
Heilan Home, a notable Chinese fast fashion brand owned by Wuxi-based Heilan Group has opened its first retail store in Kuala Lumpur, the capital of Malaysia.
Heilan Home (HLA), a notable Chinese fast fashion brand owned by Wuxi-based Heilan Group has expanded its operating area to Kuala Lumpur, the capital of Malaysia, with the opening of its first retail store in the Southeast Asian country on July 15.
China's largest men's wear brand has a market value over $6.6 billion and joins the tenants of local MyTown Shopping Center in the first step of its overseas investment project.
HLA's young president, Zhou Lichen, expects to bring fresh fashion choices for Malaysian consumers while generating a new vitality for the clothing industry through cultural integration. His excitement surrounding the new venture was clearly laid out in his speech at the opening ceremony on July 15.
Representatives from the Malaysian government, the local retail industry and the shopping center also addressed the gathering. The speeches were followed by a performance by local singer Cao Ge and a runway show that sported HLA clothing.
The men's leisurewear brand targets urban men age 25 to 40 and has achieved successful sales during its trial operation period, its MyTown shop manager said.
“Apart from Chinese people living here, native Malaysians also recognize the value of HLA's apparel products and mid-range pricing strategy.” The manager added.
Malaysia's close relation with China, its cultural inclusiveness, and the prescence of Kuala Lumpur as a fashion hub in Asia makes the country a major springboard for HLA's “Three Step” globalization strategy that aims to be rooted in Southeast Asia, create a bridge into Asia-Pacific, and achieve global recognition.
