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Chinese Laundry plans for rebrand

By Sara Ehlers

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Los Angeles - Footwear company Chinese Laundry just introduced a new way to revamp their business. By rebranding, the company will introduce a new social media plan, evolve its website, and change its logo.

The privately held women’s footwear company started in 1981. Over time, Chinese Laundry grew from a shoe manufacturer to selling to mass merchants. In an attempt to shake things up, the brand will be launching its newest campaign and updated product starting next year. According to WWD, the company will unveil its new products February 2017. Additionally, the company is planning to expand more on social media. In an effort to appeal more to the younger generation, Chinese Laundry will be spending more time in digital marketing efforts. “[Our customer is] spending her time [on social media]; we should be there, too,” Stewart Goldman, executive vice president Cels Enterprises Inc., told WWD. Cels Enterprises serves as Chinese Laundry’s parent company currently.

Currently, the Los Angeles-based company sells to mass merchants and is available through its e-commerce site.In the new re-brand, Chinese Laundry ultimately plans to expand on a global level. At the forefront, the company is working on building a foundation for growth.

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