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L.SERELLI, a renowned Singaporean designer brand, first entered the Chinese market in 1995 through an authorization by Hong Kong Zhaofeng Group. Wuhan Lion Rui Garments Co., Ltd. was established to manage and operate all commercial activities under the L.SERELLI brand. The company is based in Dongguan for production, with its marketing headquarters located in Wuhan, Hubei Province. Over the years, it has expanded rapidly, opening numerous franchise stores across Hubei, Hunan, Sichuan, Chongqing, Guizhou, Yunnan, Shanghai, Fujian, Jiangsu, Zhejiang, Anhui, Henan, Shaanxi, and Liaoning. The brand focuses on capital cities as key markets, gradually expanding into secondary cities to solidify its foundation.
Founded in 1986 by Singaporean designer Mr. Li Weiss, L.SERELLI began with its first franchise store in Singapore and soon opened a brand image store in Hong Kong. In 1995, the brand officially entered mainland China through the Hong Kong Zhaofeng Group. The name "L.SERELLI" is derived from the founder’s Chinese name, Li Weisi, and is a homonym of the word "Serelli." Given its origins in Singapore, which is known as the "Lion City," the brand's name is translated as "Lion Wei Carp."
The brand’s mission is to allow every man wearing L.SERELLI to express his unique style. It emphasizes a restrained yet elegant aesthetic, with a strong focus on refined quality and craftsmanship. L.SERELLI aims to reflect subtle, introverted fashion taste while promoting a positive and healthy lifestyle among young people.
What sets L.SERELLI apart is its use of clean lines and minimalistic design, emphasizing silhouette, proportion, and subtle variations. The brand promises that every fashion-conscious man can find clothing that perfectly matches his personal style. Targeting young men aged 18 to 35 who value individuality, freedom, and sophistication, L.SERELLI blends casual, trendy, and urban styles seamlessly.
The brand’s product categories include fashion casual, trendy, and urban styles, each tailored to specific age groups: 18–24 years old (students and early careerists), 25–28 years old (young professionals), and 29–35 years old (refined white-collar professionals). L.SERELLI combines traditional fabrics with high-quality materials, creating a balanced blend of comfort and style.
In a competitive market where many brands struggle with product homogeneity and low growth, L.SERELLI stands out due to its strong brand reputation, consistent quality, and long-standing presence in Asia, Europe, and the U.S. Its designs are inspired by Singaporean and Hong Kong fashion trends, ensuring both innovation and cultural relevance.
Joining L.SERELLI offers significant advantages, including economies of scale, centralized distribution, and reduced operational costs. Franchisees benefit from unified marketing strategies, faster new product launches, and lower advertising expenses compared to independent brands. This makes L.SERELLI an attractive choice for entrepreneurs looking to establish a successful presence in the men’s fashion industry.