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Everybody Spins a New Model of "IT"
The concept of weaving has been gaining popularity for years, prompting numerous brands to expand their product lines across various home categories. From bathroom essentials to bedding and home accessories like carpets, these companies aim to offer comprehensive solutions for every corner of the home. While this strategy is promising, not all brands possess the expertise or resources to cover every textile need on their own. A brand’s level of professionalism significantly impacts its success in this space.
To address this challenge, a new business model has emerged—multi-brand collections under a single umbrella. This approach allows for a diverse range of products while maintaining a cohesive brand identity. It's reminiscent of the successful "IT" model in the fashion industry, which revolutionized how consumers access global brands.
The "IT" brand originated in 1988 as a small shop offering European clothing that wasn't widely available in Hong Kong. Over two decades, it evolved into a major player in the fashion world, listing on the Hong Kong Stock Exchange. Its success came from a multi-branded retail strategy, combining both its own label and international brands under one roof.
Today, the "IT" model is being replicated in the home textiles sector. At the recent Home Textiles Fair, several brands showcased a similar approach, offering curated collections of international names. One standout was Karma, a Taiwanese brand known for its elegant fabrics and vibrant colors. What made it even more appealing was the presence of Calvin Klein home products, leveraging the brand’s strong reputation in fashion to attract new customers.
Karma not only represents its own line but also carries several international brands, such as Blanc Des Vosges, Bossa, Cottageanne, EBC, and Wentex. These brands cater to different tastes, from romantic French styles to modern Italian designs. Additionally, China’s ramie brand distribution rights are managed by Dinosaur Textiles, a company with extensive experience in handling international labels.
According to Ji Yafei of Dinosaur Textiles, sales of ramie products have been impressive since their launch last year. The Karma House of Life, with its warm and elegant style, has attracted a wide customer base, offering products ranging from premium to affordable options. This diversity mirrors the "IT" model, allowing the brand to appeal to multiple consumer segments and enhance its competitive edge.
Similarly, Wide Court, a senior bedding brand, presented an immersive experience at the exhibition, showcasing entire bedroom setups with distinct yet unified styles. When asked if all items were produced in-house, Li Yuan, Marketing Manager at Eyewear (Shanghai) Home Textiles Co., Ltd., explained that they collaborate with over 20 home furnishing brands, including Kuan's Living, Renata, and Sateen. This strategic partnership enables them to offer a wide selection of high-end products.
Wide Court has eight stores nationwide, with prices ranging from 5,000 yuan to tens of thousands, and even up to 400,000 yuan for handcrafted pieces. Despite the high cost, sales have been strong, attracting attention from international brands and helping to establish a luxurious lifestyle image in the Chinese market.
Ji Yafei emphasized that multi-brand collections not only diversify product offerings but also drive sales. As they represent well-known international brands, they understand mainland consumer preferences. The success of Calvin Klein in fashion has translated into strong demand for its home textiles, encouraging customers to explore other brands within the collection. This cross-promotion highlights the advantages of a multi-brand strategy, creating a win-win scenario for both the brand and its partners.
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