Wensli has designs on European silk market

Wensli Group announced Wednesday it had named a former Hermes executive as CEO of one of its companies in a move designed to make it one of the world's dominant high-end silk producers.

Patrick Bonnefond, former head of Hermes Textile Holdings, is now chief exectutive officer of Wensli Silk Culture Co. Still based in France, he will be in charge of the internationalization of Wensli's silk products, including mapping out a clear positioning for the company's three brands and promoting them in the high-end markets of Europe.

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Bonnefond said that with the world's luxury market increasingly focused on Asia, Chinese brands stand to gain. And the silk industry, he said, has the highest potential to grow.

"China should not be merely a manufacturer of silk products. The country should have its own luxury silk brands. Among the many Chinese silk companies, I see Wensli as the top candidate," he said.

Bonnefond joined the company after his first and only visit to Hangzhou in May. He said he is confident that through collaborative efforts, this dream will be realized.

Tu Hongyan, chairwoman of Wensli Group, said that Bonnefond joining the company marks a turning point as the company transitions from a Chinese silk producer to a global brand.

"Our goal of becoming China's Hermes has been realized, as our products account for a majority of the Chinese high-end market," she said. "Now we are targeting at the global luxury market."

Headquartered in Hangzhou, Zhejiang province, Wensli Group is the largest silk-producing company in China in terms of annual output. In 2013, the company exported products worth $100 million, an increase of 20 percent year-on-year. Exports accounted for 40 percent of the company's total sales in 2013.

Hiring a former Hermes executive is just one part of the company's strategy to enter the global market.

In October 2013, Wensli purchased French silk company Marc Rozier. Going back more than 120 years, it makes products for more than 40 top-tier brands, including Hermes and Louis Vuitton.

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