La Chapelle invests RMB20 million in lifestyle store brand tanni

Shanghai La Chapelle Fashion Co., Ltd., one of the largest fashion apparel companies in China, has announced that its wholly-owned subsidiary Shanghai La Chapelle Enterprise Management Co., Ltd. has signed an investment cooperative agreement withNiologie Limited, a quality trendy women's apparel company for a capital injection of RMB 20 million intoNiologie China Limited, a wholly-owned subsidiary of Niologie Limited.Upon completion of the transaction, Shanghai La Chapelle Enterprise Management Co., Ltd. is to directly hold 16% of the shares of Niologie China Limited.The group believes that the investment complies with La Chapelle's "product-oriented, fashionable and high-quality" brand philosophy, and will help to consolidate its leading position in China's apparel market.Wang Yong, executive vice president of La Chapelle, said, "With the constantly changing fashion trends in apparel and the need to satisfy consumers' requirements for a more sophisticated shopping experience, apparel retailers have to adjust their sales model in order to capture first mover advantages and expand market share amid intense market competition.”“The tanni brand has an independent design team, offers individualized products, stable domestic and overseas product channels, an excellent marketing system and speedy and stable logistics systems enabling a fast market response. These advantages perfectly match consumers' higher demand for quality, service and individualisation."Originating in Hong Kong, the brand "tanni" operated by Niologie China Limited is a mid- to high-end trendy lifestyle store brand, encompassing a wide range of products including ladies' apparel, handbag, footwear, accessory, and houseware products. Since entering mainland China in 2010, it soon captured the attention and recognition in the market.