JNBY store in Melbourne Central

MELBOURNE — JNBY, a leading apparel-maker in the designer sector in China, opened the first Australian store in Melbourne Central shopping mall as a part of its ongoing global expansion.

“It seemed like a natural progression to come to Australia,” said Lijie Fu, the Australian spokesperson for JNBY. “There is a strong fan base of Chinese nationals living in Australia who already know, love and are loyal to the brand. We feel that JNBY will resonate well with fashion-led Australians, in particular, Melbournians.”

There are 1.2 million Chinese Australians, representing 5.6 percent of the nation’s population, according to the 2016 census, and more than 350,000 them live in Melbourne.

The brand sells fashionable clothing at affordable luxury price points, making it accessible to its demographic of women aged 25 to 40. “Our collections are edgy, fashion-forward yet produced with high-quality fabrics and with supreme attention to detail. We think Australian customers will appreciate buying apparel that is made to last,” Fu added.

JNBY, short for Just Naturally Be Yourself, has a bigger global footprint than its Chinese peers. Founded in 1994 by Lin Li, the parent company JNBY Group has more than 1,500 stores in China and 44 stores across 19 countries, such as the U.S., Canada, Europe, Japan and Israel.

The group’s portfolio currently comprises of eight brands, they are mainline JNBY; men’s wear line Croquis; officewear line Less; children’s wear line jnby by JNBY; teen line Pomme de Terre; homeware line JNBY Home; men’s wear line Samo, and sustainable line Reverb. The company also launched a fashion shop La Su Min So La last December.

The company is also introducing a new brand A Personal Note 73 with Italian fashion designer Andrea Pompilio.

The group became a publicly traded company at the Hong Kong Stock Exchange on Nov. 6, 2016. Its market capitalization has doubled since to 7.01 billion Hong Kong dollars, or $893 million.

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