Heilan Home
HLA Group Co., Ltd. · China
Heilan Home is a Chinese fashion retailer, formerly known as Hailan Home, whose first store opened in Nanjing in September 2002. It is the core brand of HLA Group, based in Jiangyin, and had 3,348 stores by the end of 2014.
| Founded | 2002 (first store in Nanjing) |
|---|---|
| Former name | Hailan Home |
| Parent company | HLA Group Co., Ltd. |
| Headquarters | Jiangyin, Jiangsu, China |
| Stores | 3,348 at end of 2014 |
| Segment | Mass market and fast fashion |
What is Heilan Home?
Heilan Home is a Chinese mass-market clothing brand and the core fast-fashion brand of HLA Group Co., Ltd. Wikipedia reports that it was formerly known as Hailan Home, that its first store opened in Nanjing in September 2002, and that the group is headquartered in Jiangyin, Jiangsu Province.
History
The company restructured and listed on 11 April 2014. Wikipedia describes it at that point as the largest garment-sector company on the A-share market, with a total market value above 70 billion RMB. By the end of 2014 it had 3,348 stores covering more than 80 per cent of Chinese counties and cities. In 2015 it ranked 373rd on Fortune's China Top 500, with gross turnover of 12.338 billion RMB, and in July 2015 it was included in the Forbes Asia Fab 50 list. These figures date from 2014 and 2015 and should not be read as current.
Products and positioning
The brand offers three product series, business, leisure and fashion, across 17 categories and up to 5,000 SKUs. It was named a Chinese National Well-known Trademark in 2009.
Business model and distribution
Heilan Home describes an asset-light model, drawing on more than 200 domestic and international supply chains and more than 300 designers. Most stores are in downtown commercial districts and shopping malls in cities at all levels. The sources reviewed do not describe online sales in detail, and the current store count was not verified.
Why it matters
Heilan Home shows how a Chinese apparel chain reached national reach in little more than a decade through a large store network and outsourced production. It is among the best-known domestic names in the mass-market segment.
Frequently asked questions
Who owns Heilan Home?
Heilan Home is the core brand of HLA Group Co., Ltd., which is based in Jiangyin, Jiangsu Province. Details of the current shareholder structure were not verified.
Where is Heilan Home from?
Heilan Home is a Chinese brand. Its first store opened in Nanjing in September 2002, and the group is headquartered in Jiangyin.