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Everybody Spins a New Model of "IT"
The concept of weaving has gained significant traction over the years, prompting numerous brands to expand their product lines across various home sectors. From bathroom essentials to bedding and home décor like carpets, companies are striving to create a comprehensive range of products that cover every corner of the home. However, while this approach is promising, not all brands have the resources or expertise to handle every aspect of textile production on their own. A brand’s level of professionalism plays a crucial role in determining the success of its textile offerings.
To address this challenge, an innovative business model has emerged—combining multiple brands under a single umbrella. This allows for a more diverse product selection, offering consumers a wide array of choices. This model is reminiscent of the “IT†group in the fashion industry, which has successfully built a multi-brand retail strategy.
“IT†first appeared in 1988 as a small shop selling European fashion brands that were not widely available in Hong Kong. Over two decades, it evolved into a major clothing retailer listed on the Hong Kong Stock Exchange. The key to its success was its multi-branded flagship stores, which featured both its own labels and international brands, creating a one-stop shopping experience for customers.
Today, this same model is being applied to the home textiles sector. At the recent Home Textiles Fair, a brand with a similar structure made its debut. Among the standout exhibitors was Karma, a Taiwanese brand known for its elegant fabrics and vibrant designs. Notably, Calvin Klein’s home textiles were also present, drawing attention from fans of the popular apparel brand.
Karma not only owns its own brand but also represents several international names. Their approach focuses on high-quality bedding and lifestyle products, emphasizing comfort, style, and modern living. Alongside Calvin Klein, they offer brands like Blanc Des Vosges, Bossa, Cottageanne, EBC, and Wentex—each bringing a unique aesthetic to the collection.
Additionally, Dinosaur Textiles holds the exclusive distribution rights for ramie products in China. Ji Yafei, from Dinosaur Textiles, shared that after launching ramie products in September last year, sales turned profitable within just two months. The Karma House of Life, with its warm and sophisticated design, has become a favorite among consumers, offering products at various price points—from affordable to luxury.
Another example is Wide Court, which showcased a full range of international-level home décor at the fair. Each room—master bedroom, guest bedroom, and children’s room—was styled with different brands, creating a harmonious yet distinct atmosphere. When asked if all items were produced by Wide Court, Li Yuan, Marketing Manager of Eyewear (Shanghai) Home Textiles Co., Ltd., explained that the brand partners with over 20 home furnishing brands, including six cookware labels.
Wide Court has been successful in integrating high-end bedding, home textiles, and international furniture brands. With a history of over 20 years in the market, Kuan’s Living, part of the Quanting Group, has transitioned from traditional bedding to a luxurious living experience. As early as 2006, Quanting introduced professional home décor concepts to Shanghai, creating the Quanting Hall—a space showcasing dozens of international boutique brands.
Currently, Wide Court operates eight stores nationwide, offering products ranging from 5,000 yuan to tens of thousands, with some items, like DEA, priced up to 400,000 yuan. Despite the high cost, sales have remained strong, attracting attention from international brands and leading to increased brand partnerships.
Ji Yafei from Dinosaur Textiles noted that multi-brand collections not only enhance product variety but also boost sales. Just as Calvin Klein's success in fashion drives demand for its home textiles, the same principle applies here. Consumers who trust one brand often explore others, creating a ripple effect that benefits the entire portfolio.
This trend shows that combining multiple brands under one platform can lead to greater consumer engagement, enhanced brand visibility, and long-term business growth. It reflects a shift toward more integrated and curated shopping experiences that cater to diverse tastes and lifestyles.
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Everybody Spins a New Model of "IT"