New York—HUE, the fashion legwear brand, announced it will expand its global footprint to into China, the world’s second largest economy, through a partnership with Chinese retail powerhouse Eland China.
The brand, a division of Kayser-Roth Corp., plans to open 15 doors in China including shop-in-shops in department stores and mono mall stores beginning in September. HUE’s first store will open in Shanghai, followed by Beijing, Shenzhen, and Chengdu, and each will offer leggings, tights and socks.
“It was a natural expansion for us, not only does the Chinese consumer have an affinity and curiosity for Western labels but they are forward thinkers when it comes to fashion. We are excited to expand HUE to this critical market,” said Julia Townsend, executive vice president of marketing.
Currently available in Canada, Mexico, Spain, New Zealand and Australia, HUE has been pursing places international growth and has long been interested in retailing in China. The interest was validated after conducting consumer market research with Shanghai based firm, Flamingo.
HUE will rely on its partnership with Eland China to grow an extensive retail network and create a premium shopping experience. Currently, Eland China has more than 5,000 shops in mainland China with 42 premier brands including partnership with Kate Spade, New Balance, Berghaus, Nike Golf, Guess Jeans and Wrangler.
To support its launch in China, HUE plans a full marketing campaign including advertising, public relations, social media and celebrity partnerships.