Anais and Greygrei to make China debut

Korean clothing brands Anais and Greygrei are set to enter the Chinese market under Korean young-casual clothing firm Maison de Anais.

The label, which successfully launched in northern Europe earlier this year, will target the late 20’s to late 30’s womenswear market in China after having received interest at the Shandong Korean Product Exhibition last July.

The Greygrei brand is currently pending its official release on VIP.com, one of the three leading B2C internet shopping malls with the largest sales among Chinese e-commerce mobile apps.

A Maison de Anais spokesperson said online fashion platforms are attractive to brands as they can help establish brands in the fast-changing Chinese market.

“By introducing on VIP.com, Maison de Anais hopes to promote the brand to various buyers and distribution channels in China by increasing the brand competitiveness and reference of Greygrei as we establish direct contact with the customers.”

Company president Jeong Ho Lee added: “Times are changing where a wide range of age groups, especially female consumers from their late 20’s to late 30’s, are taking the main role in invigorating the fashion market in China, from an era where the early-to-mid-20’s used to be at the helm. Greygrei and Maison de Anais hope to write [a] success story with China as the main stage.”