We are a leading designer brand fashion house based in China. According to the information provided by CIC (Note), in 2018, we ranked first in the Chinese designer brand fashion industry in terms of total retail sales. We design, promote and sell contemporary apparel, footwear and accessories as well as household products. As of December 31, 2018, our brand portfolio currently comprises nine brands in three stagesmature brand, namely JNBY, younger brands, namely (i) CROQUIS (速寫), (ii) jnby by JNBY and (iii) less, as well as new brands, namely (i) Pomme de terre (蓬馬), (ii) JNBYHOME, (iii) SAMO, (iv) REVERB , (v) LASU MIN SOLA and (vi) A PERSONAL NOTE 73, each brand targeting at a distinct customer segment and having a uniquely defined design identity based on our Group’s universal brand philosophy — “Just Naturally Be Yourself”.
Our products target at middle- and upper-income customers who seek to express their individuality through fashionable products. Our broad range of brand portfolio create a lifestyle ecosystem that enables us to address our customers’ needs at different stages and scenarios of their lives, which in turn allows us to build a large, diversified and loyal customer base. We started our business in 1994 by selling women’s apparel. According to a survey conducted by CIC(Note), our mature brand, JNBY, is considered the most unique and recognizable women’s apparel designer brand in China, ranks first in terms of brand awareness and enjoys the highest brand loyalty in terms of the number of customers with repeated purchases among top 10 women’s apparel designer brands in China. We further expanded our brand portfolio between 2005 and 2011 to CROQUIS (速寫), jnby by JNBY and less. During 2016–2018, we further launched Pomme de terre (蓬馬) for teenagers, JNBYHOME with designer household products and furniture products, SAMO for consummate professional men, REVERB, a brand new sustainable fashion brand, LASU MIN SOLA, a designer brands collection shop, and a new designer fashion brand for men, A PERSONAL NOTE 73, so that our product mixes could be more diversified and subdivided and we could cover consumers of most age groups.