Business Intelligence on Retailing, Franchising, and Consumerism in China

ITAT Opens First Sunshine Store In Jiaxing

Having reached its goal of opening in 317 cities around China, ITAT Group, one of the largest multi-brand apparel retailers in China, has opened its first Sunshine Store in Jiaxing, Zhejiang.

Sunshine Store is an apparel retail store brand of ITAT together with its Store Prestige Super Club, Membership Stores, Fashion ITAT, and ITAT Sports World. Focusing on creating boutique stores in top business areas of Chinese cities, the Sunshine Store aims to develop and retail well-known international brands while offering the group's own brand products.

Lai Meijin, executive director of ITAT Group, said that the group is also planning to open other boutique stores, including classical stores, gentlemen's outfitters, leisure stores, leather stores, convenience stores, and childrens stores, all of which are apparel or department stores. Unlike ITAT's original model, the design of these boutique stores will be more delicate, the products sold will be more various, and the target customers will be more specific.

At present, ITAT Group has been implementing market investigations and site selections for its boutique stores in first-tier Chinese cities, including Harbin, Shenyang, Dalian, Beijing, Qingdao, Chengdu, Chongqing, Shenzhen, and Guangzhou.

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