Shanghai, July 13, 2024 – 7 For All Mankind’s Guiyang and Sanya stores opened today. BranDNA (HeHongguang) Brand Management, as the brand agent of the premium denim brand 7 For All Mankind in China, has laid out its channel structure to realize the brand’s efficient development. brand efficient development.

As depicted in Guiyang City’s business development goal -“Sharp Guiyang, Consumption Paradise”, under the strategy of“Strong Provincial Capital”and“Developing Regional Consumption Center”, Guiyang’s consumer market has become more and more competitive. Under the strategy of “strong provincial capital” and “development of regional consumption center”, the prospect of Guiyang consumption market is worth looking forward to. 7 For All Mankind grandly opened with the heavyweight new commercial Guiyang Wanxiang City. The store is the brand’s only specialty store in the southwest region.

Under the strategy of “Hainan Free Trade Port” and “International Tourism Consumption Center”, Sanya’s consumer demand is becoming more and more prominent. 7 For All Mankind’s Sanya International Duty Free City is a new landmark in Sanya and a unique and dynamic integrated tourism retail destination in Hainan.

7 For All Mankind is a denim brand sought after by many Hollywood and European stars and celebrities. In recent years, the brand has also been favored by many domestic stars and celebrities, including Yao Chen, Bai Lu, Zhou Dongyu, Zhou Bichang, Qin Lan, Chen Duling, Zhao Xiaotang, Zhang Yixing, and Lin Gengxin. The brand’s popularity and reputation in China have further improved, showing good prospects for development.

According to the recent report “Chinese Consumers: Towards Diversity – China – 2024” released by Inventec, domestic consumer attitudes tend to be more rational and cautious, paying more attention to the cost-effectiveness and quality of the products.7 For All Mankind continues to be favored by quality and fashionable consumers for its outstanding fit, innovative and luxurious fabrics, outstanding washing, and demanding pursuit of details.

James Chen, CEO of BranDNA, said, “BranDNA is committed to connecting overseas brands with the local Chinese market and maximizing the development potential of brands in China. We will continue to bring more attractive and promising foreign brands to China.”

In addition to 7 For All Mankind, other fashion and lifestyle brands managed by BranDNA include skincare brand Borghese, Marquee Group’s fashion brand BCBGMAXAZRIA, Ben Sherman, water sports brand Body Glove, Porsche Design, Bric’s, United Arrows, Yohji Yamamoto and Pink House.

BranDNA is looking forward to cooperating with more distributors and licensees in China to achieve rapid commercial development of the brand.

7 For All Mankind Guizhou Vientiane City Store: Shop L207, Wan Xiang City Shopping Center, No. 328 Zunyi Road, Nanming District, Guiyang, China

7 For All Mankind Sanya International Duty Free City Store: Shop L1-09, Phase II, Sanya International Duty Free City, Haitang District, Sanya City

About 7 For All Mankind

7 For All Mankind® is the world’s leading denim innovation and lifestyle brand. Founded in Los Angeles in 2000, the brand pioneered the premium denim segment. The brand quickly gained industry and consumer acclaim for its innovation and high quality in fit, fabric and craftsmanship. 7 For All Mankind brands offer collections of denim casual apparel, footwear and accessories for men, women and children.

About BranDNA

BranDNA HeHongguang (Technology) Shanghai Co., Ltd. facilitate the entry of international fashion and skincare brands into China, providing full management capabilities including online and offline retail, wholesale, product development, merchandising, marketing and communications, human resources, and complete back office support. As a platform for fashion and lifestyle brands with a network of potential licensees, online and offline distributors, owners, and third-party service providers with proven success, BranDNA offers a one-stop solution for brands looking to enter the Chinese and Southeast Asian markets.

BranDNA Brand Management Company has concluded strategic investment from Mitsui & Co.

Over the past 26 years, BranDNA and its predecessor have been exclusive distributors, licensors, and joint venture partners for over 40 international brands in China. BranDNA now manages premium denim brand 7 For All Mankind, skincare brand Borghese, Marquee Group’s women’s wear BCBGMAXAZRIA, Ben Sherman, water sports brand Body Glove, and luggage brands Porsche Design & Bric’s, among others.  Also BranDNA is supporting some well-known Japanese brands to develop Chinese business.

On April 13, 2024 release, PWC forecast China’s luxury market to reach $148 billion by 2030, and is poised to be the no 1 global market. This reflects the solid foundation of Chinese consumption. The vast market potential attracts numerous international companies.

BranDNA CEO James Chen shares: “I have been staying in China for 26 years and clearly understand that while China economy is still in recovery period, it is already the second largest consumer market in the world. We are here for long term, and strategically, now is the good time for brands to enter China with experienced and reliable partners like BranDNA and Mitsui. We provide a safer inroad with efficiency in time, energy, and cost.”

He added “Chinese brands have dramatically improved and are now comparable to international brands. With Mitsui as a strategic partner, BranDNA will extend the support assisting Chinese and international brands to enter Japan and Southeast Asia market. “

James Chen has years of experience in the China fashion industry, having held senior positions at Li & Fung Group and Fosun Fashion Group (now Lanvin Group) before founding BranDNA. Chen was the founder of UCCAL Fashion Group (which was acquired by Li & Fung in 2014). During his tenure, he developed over 700 monobrand stores across China for brands such as Roberto Cavalli, A. Testoni, Isaia, St. John, M Missoni and Porsche Design. 

About BranDNA

BranDNA assists international fashion and beauty brands entering China with comprehensive management capabilities across online and offline retail, wholesale, product development, merchandising, marketing and communication, human capital and complete back-office support.  As a platform for fashion, and lifestyle brand, BranDNA has a network of potential licensees, offline & online distribution, landlords, and proven ecosystem of third-party service providers. BranDNA is a one-stop solution provider for brands aspiring to enter the China and Southeast Asian markets.

About Mitsui & Co. 

Mitsui & Co. is a global trading and investment company with a presence in more than 60 countries and a diverse business portfolio covering a wide range of industries.

The company identifies, develops, and grows its businesses in partnership with a global network of trusted partners including world leading companies, combining its geographic and cross-industry strengths to create long-term sustainable value for its stakeholders.

Mitsui has set three key strategic initiatives for its current Medium-term Management Plan: supporting industries to grow and evolve with stable supplies of resources and materials, and providing infrastructure; promoting a global transition to low-carbon and renewable energy; and empowering people to lead healthy lives through the delivery of quality healthcare and access to good nutrition.

Visit www.mitsui.com/jp/en/ for more information.