Belle Fashion Group

Belle Fashion Group

• footwear
• shoes
• apparel

Belle Fashion is a large China-based fashion footwear and apparel group.

Belle Fashion is a large China-based fashion footwear and apparel group. Our history can be traced back to Lai Wah Footwear, which was founded in 1981 in Hong Kong. We currently operate a diversified portfolio of 20 self-owned brands and partner brands, with product categories encompassing footwear for women, men and kids, as well as apparel, bags and accessories. We have a total of over 9,000 directly-operated stores in China, covering over 300 cities.

We are committed to building the most vibrant brand growth platform and catering to the wide range of diverse fashion needs among Chinese consumers. Our 17 footwear brands, including mass market brands such as BASTO, SENDA and 15mins; mid-range brands including BELLE and TATA; upscale brands including STACCATO, 73Hours, Joy & Peace and Millie’s; functional lifestyle brands including SKAP, hush puppies, Bata and Clarks; trendy active brands including TEENMIX, CHAMPION, TooManyShoes and CAT. In addition, we also have 5 apparel brands, namely, INITIAL, MOUSSY, SLY, CHAMPION and CAT, focusing on the trendy active and trendy lifestyle fashion segments.

We have established our omni-channel retail network, including our extensive nationwide directly-operated offline store network and growing presence on mainstream e-commerce platforms and social media platforms in China. In recent years, we have devoted significant resources to online channels and online-to-offline integration, and our revenue contribution from our online channels increased significantly .

Over the decades, we have cultivated in fashion footwear and apparel industry, and have established a consumer-centric, vertically-integrated business model across the full value chain, from fashion trend analysis, product planning, design and development, manufacturing, merchandise management, direct-to-consumer retail to customer engagement. Such vertical integration enables us to instantly detect and respond to consumers’ constantly changing preferences by designing and rapidly launching popular products while optimizing our inventory management. More importantly, in order to maximize our operational efficiency, we have adopted digitalization technologies for each step of our full value chain. In the future, we will continue to strengthen investment in technology to advance our digital and intelligent transformation.