Information Disclosure
Brands
About Us
20
Core Brands
7
Manufacturing Facilities
300+
Cities
8000+
Directly-operated Stores
Belle Fashion Group is a large China-based fashion footwear and apparel group. Since its first pair of women’s shoes under BELLE, the originally created brand of the Group, has been launched in market in 1992, the Group has currently operated a diversified portfolio of 20 core self-owned brands and partner brands with product categories encompassing footwear, apparel and accessories for women, men and kids. According to Frost & Sullivan, based on 2022 retail sales value, we ranked No. 1 with a 12.3% market share in China’s fashion footwear market.
We are committed to building the most vibrant brand growth platform for fashion brands across different product categories and catering to the broadest base of consumers in China. Our brands, including trendy brands including BELLE, TATA, STACCATO, 73Hours, Joy & Peace, BASTO and TooManyShoes; functional brands including SKAP, hush puppies, Bata and SENDA; athleisure brands including TEENMIX, CHAMPION, CAT, ellesse and Allbirds lifestyle brands including OGR, INITIAL, MOUSSY and SLY.
We have long maintained a direct-to-consumer retail model, including over 8000 directly-operated stores covering more than 300 cities nationwide. Combining an extensive network of nationwide offline stores with growing presence on mainstream e-commerce and social media platforms in China, we have devoted significant resources to online channels and online-to-offline integration, and our revenue contribution from our online channels increased significantly. We are commitment to providing constantly upgraded consumer experience leverage our omni-channel retail network capabilities.
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 product planning, design and development to merchandise management, production, direct-to-consumer retail, and customer engagement. Such vertical integration enables us to detect and capture fashion trends, predict and respond to consumers’ constantly changing preferences.
More importantly, in order to maximize our operational efficiency, we have adopted digital technologies across each step of our full value chain. As of November 30, 2023, we had obtained 144 manufacturing-related patents. In January 2024, we were recognized as a Data Management Capability Maturity Assessment Model (“DCMM”) Level 4 enterprise. We were the only consumer and retail company among nearly 100 companies that obtained the Level-4 or above certification in the DCMM list. In the future, we will continue to strengthen investment in technology to promote our digital and intelligent transformation.
Mission：
To invigorate fashion with the beauty of life.
Vision：
To build the most vibrant brand growth platform and open ecosystem for fashion.
Key Milestones
2023
• Completed the acquisition of the brand OGR
• Acquired a third party’s distributorship rights in the PRC and became the sole distributor and licensee of Champion-branded products in the PRC
2019-2021
2018
Acquired a controlling interest in 73Hours’ footwear business
2017
• Belle International was voluntarily privatized
• Acquired a controlling interest in INITIAL’s apparel busines
2014
Completed the acquisition of the brand SKAP
2013
• Established a strategic partnership with Baroque Japan, representing our first step into the women’s fashion apparel market
2008
Completed the acquisition of the businesses of Mirabell and SENDA
2007
• Belle International, which was principally engaged in footwear and sportswear retail business in China, was listed on the Hong Kong Stock Exchange
2005
Began to expand into the footwear retail business in China and entered a period of rapid business growth by establishing our own retail network
2003
• Established our brand TATA
1999
Established the business under our brand TEENMIX in China
1998
• Established our brand STACCATO
1992
Established our business under our brand BELLE in China
1991
• Commenced the customization and manufacture of footwear products
1981
Founded Lai Wah Footwear in Hong Kong, which was initially engaged in the trading of footwear products