NOBIS OUTERWEAR CONTINUES GROWTH IN CHINA

Outerwear and accessory brand Nobis has entered into a  joint venture with Shenzhen-based multi-brand fashion group ShenZhen Ellassay Fashion Co., Ltd, to open retail stores in China.

“Nobis and Ellassay share a passion and commitment to deliver top-tier technical fashion lifestyle collections in the outerwear category and beyond. This partnership is a testament to our shared values and expertise. We are very excited to now be working together with Ellassay to further elevate the Nobis brand within the ever-evolving international fashion marketplace,” said Robin Yates, Vice President and Co-founder of Nobis.

The joint venture will see the creation of Nobis’ first physical retail locations within China,
aiming to provide an immersive brand experience to new and existing customers. Nobis’ product line, known for its blend of technical performance and fashion-forward design, will complement Ellassay’s brand portfolio, including Self-Portrait, IRO, Laurèl and Ed Hardy.

“Collaboration is the catalyst that propels brands to new heights; this partnership between Ellassay and Nobis will form the foundation of our brand’s presence and growth in China,” said Kevin Au-Yeung, President and Co-Founder of Nobis.

This joint venture will spearhead Nobis’s brand development and operations within China, including Hong Kong and Macau. Overall, this strategic partnership holds considerable importance for both companies, promising compelling opportunities and potential for growth in the Chinese market.

Nobis has also launched its FW24 campaign featuring model Sean O’Pry, shot in New York City by photographer Billy Kidd. Inspired by the energy and rhythm of New York City, this season’s collection was designed to provide not just style and protection, but a sense of calm amidst the chaos. Key new styles this season include the Upton and Bridger rain shells, bridging the gap between fall and winter with sleek designs. New insulated silhouettes, such as the Milo and Halle, offer contemporary solutions for colder weather, while the Granger and Millie continue to provide the full-length protection.