The front line parent company "Sou Yu Te" eats ELLE Women

Mid-to-high end womenswear brand ELLE will be the same as the casual fashion brand “Frontline” in the third and fourth tier cities. Soutet Garments Co., Ltd. (hereinafter referred to as “Sou Yute”) stated that the company has invested 57 million yuan to purchase Guangzhou Yi Shuo Garments Co., Ltd. (hereinafter referred to as “Yi Shuo Apparel”) and Guangzhou Yini Garment Co., Ltd. (hereinafter referred to as "Ini clothes") operating assets, etc. Ini dress formerly operated the French ELLE brand dress, after the capital increase is completed, the search in special will account for Yi Shuo apparel registered capital share of 95%.

According to the announcement, Yi Shuo apparel agreement purchases Yini clothing for 49.8 million yuan. As of June 30, after the completion of the transaction of some operating assets and related resources (mainly including human resources, customer resources, sales channels and business operation systems, etc.), the main business of Yi Shuo was French ELLE brand women's clothing and ELLE Girl brand. Girlswear and accessories are operated in China (including Hong Kong and Macau).

In July, Yi Shuo Apparel and the ELLE brand's copyright belonged to the French Begonia Philippe Pitch Publishing Co., Ltd. to sign the "Trademark Licensing Agreement." The latter licensed Yi Shuo Apparel to manufacture, distribute and sell ELLE and ELLE in China (including Hong Kong and Macau). Girl's women's and girls' (ages 17-25) fashion apparel and accessories are exclusive and exclusive. Among them, the ELLE brand women's license period from July 31, 2014 to December 31, 2014, ELLE Girl brand girl license period from July 31, 2014 to December 31, 2525. Up to now, Yi Shuo has ELLE brand women's direct sales stores and 70 franchise stores.

According to the reporter's understanding, the two main brands of “Trend Frontline” and “Souyut Special” are currently under search and have been distributing three- and four-tier cities. At the same time, Sutut also failed to avoid a slump in the domestic apparel industry. The revenue and net profit fell by 32.71% and 42.88% in the first half of the year. Search Yute said that currently the company's single brand, sales channels and more concentrated in the third and fourth tier cities of the commercial street, investing in Yi Shuo clothing operating the two brands can open up the domestic high-end women's wear market, covering all types of consumer groups, to seize all types Clothing market share.