Canadian outerwear brand, Nobis, takes a significant leap into the Chinese retail market with the opening of three flagship stores in Beijing and Shanghai. Strategically positioned in key locations – SKP and Galeries Lafayette in Beijing, and Réel Mall in Shanghai – these flagship stores offer an immersive brand experience, showcasing Nobis’s core and latest collections.
Kevin Au-Yeung, President, and Co-founder, invites customers to experience Nobis’s quality firsthand, featuring iconic styles like Aura and Yves, along with fashion-forward additions such as Dyna, Aspen, and Isla. The stores highlight Nobis’s commitment to purposeful design, providing mid-layers, performance outerwear, and technical accessories for a comprehensive technical apparel wardrobe suited to today’s climates.
This expansion into China follows a strategic joint venture with Ellassay, a major player in China’s luxury fashion sector. Leveraging Ellassay’s deep understanding of the Chinese consumer and expert distribution channels, Nobis aims to replicate its success in South Korea, where it ranks as a top 3 luxury outerwear brand by sales volume.
Robin Yates, Vice President, and Co-founder, emphasizes Nobis’s eagerness to embark on this journey in China with Ellassay, building on the brand’s success in South Korea.
Founded in 2007, Nobis has been a trailblazer in redefining performance outerwear, known for premium construction, technical features, and high-quality fabrics. The brand’s global presence includes over 35 countries, with stockists ranging from Sporting Life, Harry Rosen, and 24S to Ssense, Matches, Harrods, and Lotte.
Explore Nobis’s latest offerings at their flagship stores in China and be a part of the brand’s commitment to quality, innovation, and purposeful design.
