Founded in 1990's, JNBY is a women’s clothing brand that has grown up together with the development of the Group, possessed of an eminent reputation and high recognition, and having attracted since its inception an entourage of followers with the same ideas about life. Along with unceasing exploration of and persistence as to our products, JNBY has become the most representative women’s clothing brand in China today with the slogan it conveys of “Just Naturally Be Yourself” deeply rooted in the hearts of its customers. Our brand perseveres to combine aesthetic elements like “Modern, Vitality, Charming, Serenity” together as well as to focus on research and improving materials, aiming to revive the sentiment of our designs through the experience of wearing them. We convey the delight and novelty of culture to independent, adeptly discovering, romantic and elegant young women between the ages of 25 and 40, helping them feel the surprises and poetry in everyday life, which is also the secret to keeping our brand energetic and full of potential.
In 2005, our men’s clothing brand CROQUIS was founded by the Group. This brand is devoted to gathering a following of middle-class men with style, depth, discerning tastes and lifestyle, advocating the view of living without constraints, being bold enough to try, and deriving joy from attire. CROQUIS, with the outlook that “This way also works”, endeavors to develop original, textured, thoughtful and cost-effective clothes for men between the ages of 30 and 45. Our brand, continually guided by the aesthetic design concepts of “Modern, Textured, Thoughtful, Elegant”, thanks to superior imported fabrics and distinguished craftsmanship, creative collections, and highly compatible applications in different settings, offers consumers new perspectives on life as well as an enjoyable dressing experience.
The Group acquired “less”in 2011, a new office ladies' clothing brand, promoting “less is more” as its core idea about life, with its origins in the design philosophy of world-famous architect Ludwig Mies Van der Rohe. As its slogan suggests, this brand represents a new generation of office ladies between the ages of 30 and 45 who are independent, rational and keen on a delicate but simple lifestyle. The brand’s design concepts are continually based on the goals of “Simplified, Refined, Independent, Rational”, releasing products of high quality and services as well as building a group of fashionable metropolitan women who are capable, knowledgeable, restrained and generous. These designs appeal to authentic, independent, and emotive patterns of conduct that emerge in the workplace, and have received the endorsements of numerous prominent women.
In 2011, the Group launched its first children’s clothing brand, jnby by JNBY, dearly called “little JNBY”. With “free imagination” as its slogan, this brand designs personal and imaginative apparel collections for children of middle-class households with parents between the ages of 28 and 40. Drawing upon modern art concepts for expression, the brand emphasizes interactive personal experiences, and places “Freedom, Imagination, Joyful, Truth” at the heart of its designs to allow every family to fully experience the joys of life. Meanwhile, the brand encourages parents and children to grow together, awakening parents’ childlike innocence to seek freer, purer and happier interactions and space to reflect together, revealing the true nature of children and allowing every parent to vividly experience their child’s individual talents so as to fully appreciate life’s beauty.
In 2016, we launched the brand Pomme de terre, targeting primary to early junior high school students as our target customer group. The brand’s design originates from the model of a ten-year old boy named “Pomme de terre”, who is an adolescent in his “self-exploration period” and “semi-autonomous period”, manifesting a casual, quirky, and yuppy juvenile image to his parents. The design of Pomme de terre focuses on presentation of texture and pursues easy dressing experiences while touching emotions at a deeper level. In the course of operating the brand, Pomme de terre, as an advocate for adolescents, appeals for parents to become friends with their children and to afford them sufficient room for exploration and a family atmosphere befitting their freedom to grow.
In 2016, the Group founded a new housewares brand, JNBYHOME. We focus on good ways of living and the joys of life. We create indispensable “luxury” products for the post-materialist era. We build enduring experiences of completeness and calmly confront the mass consumption era. We value materials and share designs that are attuned with the laws of nature. Our slogan is “live lively.” We believe in integrating details of lively and aesthetic tastes in every real space, revealing people’s actual modes of living and portraying their proactive and free attitude. Our vision captures spaces that are marked by living, focuses on those who live there, and articulates their narratives. JNBYHOME is thus more akin to a diary, curiously connecting all of the interesting anecdotes in each and every room. Through this means, we wish to preserve life’s fractured memories and the people and events that are encountered. Meanwhile, we discover and present some unnoticed structures and stories of people who create quietly.