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Super-in looks to bring new UK brands to China

Ecommerce, distribution and branding firm Super-in Group is looking for 10 UK brands to launch into the Chinese market this season.

The Super-in Group introduces and rolls out mid-level and premium British and European brands in China. Since launching in 2014, it has signed up 25 labels, including The Cambridge Satchel Company, Oliver Sweeney, Amanda Wakeley and Matthew Williamson.

It is now looking for a further 10 brands to take into China in the first half of this year.

The company has offices in Beijing and London. It works on a wholesale model, initially selling the brands online in China using its own logistics and distribution centres. It can then work as a joint venture partner for those looking to open stores in the market.

Buying manager Kristy Bottrall said the firm offers a 360-degree service in China and aims to be a “long-term collaborator” with brands.

“We are not pure retailers, but brand builders who focus on marketing and logistics through economies of scale,” added Bottrall, who worked as a buyer at Austin Reed, Jaeger, John Lewis and SecretSales before joining Super-in Group in June 2016.

“Our brands have no initial outlay to enter the market, as we start our relationship on a traditional wholesale model, and they are immediately profitable. They are getting local knowledge and people on the ground, which is essential in China.”

Investors in the business include the Bank of China and Metersbonwe, one of China’s biggest fashion retailers, which has more than 5,000 stores in the country.

Super-in Group was founded by Catherine Lee, who previously worked at Goldman Sachs and The Bank of England.

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