Brand Introduction Logistics Park Office Buildings Training Center
HLA, established in 2002, is the core fast fashion brand under Heilan Group based in Jiangyin, Jiangsu Province in China. Through excellent management, leading technologies and innovative design, HLA was named as one of “Chinese National Well-known Trademarks” in 2009 and has become the leading brand in China’s fashion industry.
From the opening of the first HLA store in Nanjing in September 2002 to the successful asset restructuring on April 11th, 2014, HLA has become the largest enterprise among the garment sector of A share market with a total market value of over RMB70 billion. By the end of 2014, a total of 3348 HLA stores have been opened up successfully in 31 provinces (autonomous regions and municipalities), covering over 80% of the counties and cities in China.HLA is positioned as a fast fashion brand. Adhering to the principle of “men’s wardrobe”, the brand has been providing the Chinese male consumers with satisfactory shopping experience by integrating the operation mode of nationwide franchises and self-service with rich product variety, one-stop shopping experience, premium quality and mid-range pricing strategy, thus establishing its leadership in China’s fast fashion industry.
Product Lines: HLA owns three product lines, business, leisure and fashion, in 17 product categories and up to 5000 SKUs (stock keeping unit).
Supply Chain Management: As an asset-light company, HLA focuses on brand assets by integrating over 200 domestic and international supply chains of clothing and accessories.HLA has set clothing production standards adapting to international market, and built quality control center for strict monitoring and control on supplier systems, so as to guarantee safe and quality product experience for every customer.
Heilan Home Logistics Park cost 1.6 billion RMB, among which 0.5 billion was invested on Heilan Home Intelligent Warehousing System. Construction commenced in December, 2011 and the warehouse was put in operation in November 2013. The project has 300,000 square meters of total building space covering 100,000 square meters of land. The warehouse is designed to store 1,464,000 cartons, with the storage capacity of 80 million pieces of goods, and daily inbound/outbound capacity of up to 320,000 pieces of goods. The warehouse, after put into operation, is capable of stocking enough materials for 5000 retail stores. The new warehousing system replaced the traditional storage model that was used in the past by Heilan Home. By means of intellectualization, modernization and automation, it brought revolutionary changes to Heilan Home's operation.
The Research and Development Complex Building at Heilan Home Headquarter is anintelligent comprehensive architecture that houses business, office, R&D and other functions through intelligent design. Brought into operation in 2011, it sits on 26.40 acres of land, with 55,000 square meters of building space in 12 stories. The complexcomprises Heilan Home Office Area, Service Complex and High-Tech R&D center with a total investment amounting to 0.2 billion RMB.
SANCANAL, created in the 1995, is a well-recognized Custom Tailoring Expert, specialized in high-end business wear customization.SANCANAL has followed the simple, elegant and conservative design styles and internationally acclaimed Italian fit. Impeccably well made, SANCANAL shapes the new images of successful elites and has become the top-pick for high-end business attires in the nation.
SANCANAL boasts world-class clothing manufacturing assembly line with digital control over the entire production process to create a perfect combination of technology and design. It has obtained certifications from ISO9001 Quality Management System, ISO14001 Environment Management System and OHSAS18001 Occupational Health and Safety Management System. The brand was named one of the Chinese National Well-known Trademarks. In the 2011 contest for top-ten brands of Chinese Business Attires by NetEase, SANCANAL was elected Number One by vast amount of internet users.
EICHITOO, founded in 2010, is a fashion forward collection that is geared toward fashion and casual wear with design, purchase and sales segments tightly linked. It has 274 stores in China by the end of the first half year of 2015.
EICHITOO has two product lines: City Life and City Office. They arestylish yet reserved, with stream-lined design that pays great attention to details. EICHITOO leads fashion trends without fully departing from tradition, these are some of the reasons why EICHITOO has won hearts and minds of modern women.
As a national franchise, EICHITOO sticks to stringent rules in opening new retail stores: "Good stores come from good locations". It is highly selective in both the location of street-front stores and stores-within-a-store.
BETTSALE was created at the end of 2012 and launched in 2013. The brand is positioned as quality men clothing with affordable prices. With its mega-sized men's clothing sale, complete product lines, customer hands-on sale model as well as clean and pleasant shopping atmosphere, BETTSALE has obtained a solid customer base. By the end of June 2015, 128 BETTSALE stores have been opened nationwide.