Since April last year, Zhou Jianjun, a Wenzhou native overseas Chinese, has opened the first flagship store of the European fashion brand YELL in Shanghai. Now, he is bringing the YELL brand back to his hometown of Wenzhou. The second YELL store in Wenzhou officially opened today on the second floor of Yintai Mall.
Wenshenya Business (Shanghai) Co., Ltd, an investment company owned by Italian overseas Chinese Zhou Wenjun, introduced the Italian fashion brand YELL to China. The brand has already established four branches in Shanghai, Hangzhou, Dalian, and Tianjin. YELL specializes in men's fashion, targeting an age group between 18 and 45 years old. With a brand positioning focused on being young, stylish, and high-end, YELL has gained popularity across Europe and North America, where it now operates over 800 stores.
Zhou Jianjun shared that the next step is to expand into first-tier cities such as Beijing and Yangzhou, with an ambitious goal of reaching 100 stores nationwide in the coming years. He believes that YELL’s unique style and premium quality will resonate well with Chinese consumers, especially among the younger generation who are increasingly interested in international fashion trends. This expansion marks a significant milestone for both the brand and the local market, showing how global fashion can successfully find its place in China.
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