Evisu buys back Chinese retail and franchise rights

Japanese denim brand Evisu is buying back the rights to its franchise and retail businesses in China.

The group is thought to have spent 40 million dollars with investment from private equity fund Cassia Investment. The rights were owned by its joint venture partner, New Elegant Trading (Shanghai) Co.

David Pun, chairman and CEO of Evisu Group stated: “The company made concerted efforts with its China joint venture partner over the past few years to establish brand awareness and secure a footing in China. We think this is an ideal time for the company to integrate its regional China business with headquarters to pursuit the brand’s global objectives in the coming years.”

Evisu was founded 25 years ago in Osaka specialising in producing denim wear through traditional, labor-intensive methods. Its initial production allowed about 14 pairs of jeans a day to be produced, with each featuring a hand-painted seagull by its founder, Hidehiko Yamane.

The brand is currently for sale in over 150 boutiques and department stores, with further expansion planned in Europe and the US markets.

Photo credit: Evisu.com