Lee Lang brand to be cited Europe and the United States jeans into the Mainland

Wang Dongxing, chairman of China Lilang, recently shared the company's ambitious plans during an interview in Hong Kong. He emphasized that the group is actively seeking collaborations or mergers to bring European and American denim fashion brands into mainland China. In addition, Lilang is in advanced discussions with several high-end Western brands, aiming to secure long-term franchise rights for these labels in the region. At the same time, the company is investing approximately 150 million yuan in L2, a brand targeting young consumers. The L2 collection is set to launch in mainland China in July next year, with over 100 stores expected to open by the end of 2024. Most of these will be franchised outlets. Wang also mentioned that the company has been expanding rapidly, having opened 400 new stores last year. He expressed interest in introducing premium European and American clothing brands to the mainland, and while no specific names were mentioned, he did not rule out the possibility of bringing in women’s fashion lines. Currently, the Lee Lang brand holds a 3.4% market share in the business casual men’s wear segment in mainland China, ranking first in its category. The majority of Lilang’s revenue—60-70%—comes from second- and third-tier cities, while first-tier cities contribute about 14%. The brand currently operates over 2,600 specialty stores nationwide and aims to open 300–400 new locations annually over the next five years, with a goal of reaching 4,500 stores by 2014. Wang expressed his vision that "Leela could become China’s Armani in the future." Regarding the positioning of L2, he explained that it is designed for young professionals who have just graduated from university. As a result, the pricing is kept affordable, with casual wear averaging between 500–600 yuan and more formal pieces around 300 yuan. He also highlighted the vast potential of the Chinese market, stating that there are no immediate plans to expand overseas. However, the company may explore markets with large Chinese communities, such as Southeast Asia, within the next two to three years.

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