Business Intelligence on Retailing, Franchising, and Consumerism in China

ENZO Division Tops 62 Retail Outlets

LJ International's retail division, ENZO, now has 62 stores open in China.

LJI has issued a press release where it has reiterated its target of having 100 ENZO stores in operation by the beginning of 2008.

ENZO has now opened 20 stores since the start of 2007. Currently, it operates 16 stores in Shanghai, 13 in Beijing, four each in Tianjin, Harbin and Shenyang, three in Hong Kong, two each in Dalian, Ningbo, Changsha, Chengdu and Heifei, and one each in Qingdao, Shijiazhuang, Zhengzhou, Jinan, Wuxi, Chongqing, Macau and Shenzhen. ENZO expects to open its second store in Macau at the Venetian Macau Resort in August 2007.

LJI noted that the latest store count should enable the Company to meet or exceed its projection, announced in February 2007, that ENZO would reach the 100-store mark by 2008 — just over three years after the division was established. This achievement would further strengthen ENZO's dominant position as the largest foreign-branded jewelry retail chain in China.

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