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L.SERELLI, a renowned Singaporean designer brand, was introduced to the Chinese market in 1995 through an authorization by Hong Kong Zhaofeng Group. The brand was then managed and operated by Wuhan Lion Rui Garments Co., Ltd., which took on all commercial activities under the "Lion Wei Carp" name. With its production base in Dongguan and marketing headquarters in Wuhan, Hubei Province, the brand has since expanded rapidly, opening numerous franchise stores across major cities such as Hubei, Hunan, Sichuan, Chongqing, Guizhou, Yunnan, Shanghai, Fujian, Jiangsu, Zhejiang, Anhui, Henan, Shaanxi, and Liaoning. The strategy focuses on capital cities as the core for further expansion into secondary-tier cities.
Founded in 1986 by Singaporean designer Mr. Li Weisi, L.SERELLI first opened its flagship store in Singapore and quickly expanded to Hong Kong the same year. In 1995, it entered mainland China through the support of Hong Kong Zhaofeng Group. The brand's name, "L.SERELLI," is a homonym of the founder's Chinese name, reflecting its Singaporean roots. Known as the "Lion City," Singapore is also referred to as "Lion Wei Carp," symbolizing strength and elegance.
The brand’s mission is to empower every man to express his unique style through fashion. It emphasizes a restrained yet elegant aesthetic, focusing on high-quality materials and refined craftsmanship. L.SERELLI aims to convey subtle, introverted taste while promoting a positive and healthy lifestyle among young people.
The design philosophy centers on minimalism, using clean lines and geometric shapes to highlight form, proportion, and movement. The brand promises that every man can find clothing that best suits his personal style. Targeting men aged 18 to 35, L.SERELLI offers three main categories: fashion casual, trendy, and urban style. Each category caters to different age groups and lifestyles, from students and young professionals to mature, stylish individuals.
In a highly competitive market where product homogeneity and low growth are common challenges, L.SERELLI stands out with its strong brand reputation and Singaporean heritage. For over 25 years, the brand has built a solid foundation in Asia-Pacific, Europe, and the U.S., known for its understated, refined, and dynamic fashion sense. Its designs draw inspiration from top designers in Singapore and Hong Kong, ensuring both quality and trend relevance.
Joining L.SERELLI offers significant advantages, including economies of scale, centralized distribution, and cost-effective operations. The brand adopts a national supply and sales model, reducing operational costs and adapting well to the Chinese market. Franchisees benefit from efficient logistics, reduced inventory, and lower storage and transportation costs.
Additionally, L.SERELLI provides strong marketing support and rapid new product updates. The brand’s unified advertising strategy lowers individual advertising costs, and new products or services are quickly rolled out to all franchisees, shortening the sales cycle significantly. This makes L.SERELLI an attractive choice for entrepreneurs looking to enter the men’s casual fashion industry with a trusted and established brand.