Imi's
Aimer Group · China
Imi's is a Chinese lingerie brand launched in 2005 by Aimer Group. It is the group's younger line, aimed at students and urban professionals.
| Launched | 2005 |
|---|---|
| Parent | Aimer Group |
| Origin | China |
| Target | Students and young urban professionals |
What is Imi's?
Imi's is a lingerie brand from China and part of Aimer Group, one of the country's leading intimate apparel companies. It was launched in 2005 as part of Aimer's multi-brand strategy.
Products and positioning
Imi's is the group's youth line, created to reach a younger customer than the main Aimer brand. Its target customers are students and urban professionals. Within the group portfolio it sits alongside:
- Aimer, the core brand
- La Clover, the pricier, European styled label above Aimer
Aimer's management has said that the customer base of Imi's has not stayed significantly younger than Aimer's own, and that restoring the brand's youthful energy is a priority.
Distribution
Imi's sells through the group's retail network, which includes single brand stores, multi-brand Aimer+ outlets and larger flagships across more than 200 Chinese cities, as well as through online channels.
Background
Aimer was founded by materials scientist Zhang Rongming, whose memory alloy underwire bra launched in 1993. The group is listed on China's A-share market.
Why it matters
China's lingerie market has shifted towards comfort led and digital native challengers. Imi's is a test of whether an incumbent group can keep a dedicated youth label relevant against that new competition.
Frequently asked questions
Who owns Imi's?
Imi's is owned by Aimer Group, the Chinese lingerie company, which launched it in 2005.
Who is Imi's aimed at?
Imi's is Aimer's younger line, aimed at students and urban professionals.