ELF SACK
Nanjing Xinghu Group · China
ELF SACK is a Chinese contemporary womenswear brand founded in Nanjing in 2006. It is known for eclectic, whimsical designs sold mainly online to fashion conscious young women.
| Founded | 2006, Nanjing |
|---|---|
| Founder | Liu Qing |
| Parent | Nanjing Xinghu Group |
| Focus | Contemporary womenswear |
| Website | shop.elfsack.com |
What is ELF SACK?
ELF SACK is a contemporary womenswear brand from Nanjing, China, founded in June 2006. It is operated by Nanjing Xinghu Group, with Liu Qing as a key founder and chief executive.
Products and positioning
The brand is known for eclectic storytelling and whimsical design, drawing on youthful, retro, Y2K and fairy inspired styles. It has historically targeted fashion conscious women aged roughly 18 to 30 who value individuality. The range covers:
- Dresses, tops, blouses and shirts
- Knitwear, cardigans and hoodies
- Jackets, coats and outerwear
- Jeans, trousers, skirts and coordinated sets
Distribution
ELF SACK grew primarily online, selling through its own store, major Chinese B2C platforms and an English language international store. It has also experimented with physical retail, including a 2017 online to offline pop-up with Tmall, a first flagship store in Nanjing in 2018 and a smart store developed with Alibaba Cloud.
Why it matters
ELF SACK is one of the early Chinese womenswear brands built on e-commerce, and its use of data driven smart retail formats shows how online native labels in China have tested physical stores.
Frequently asked questions
Where is ELF SACK from?
ELF SACK is a womenswear brand from Nanjing, China, founded in 2006.
What style is ELF SACK?
The brand is known for eclectic, whimsical womenswear with retro, Y2K and fairy inspired influences.