Lily
Shanghai Silk · China
Lily is a Chinese women's fashion brand launched in 2000 by the Shanghai Silk group. It sells mid-to-high segment womenswear through a large store network in China and selected markets abroad, with a European subsidiary in Spain.
| Launched | 2000 |
|---|---|
| Owner | Shanghai Silk |
| Stores in China | About 700 in 270 cities |
| European base | Spain, subsidiary since 2017 |
| Website | lily.com.cn |
What is Lily?
Lily is a women's fashion brand from China, launched in 2000 by Shanghai Silk, a textile supply group founded in 1949. Lily was the group's first fashion brand, created when it decided to diversify beyond textiles.
Products and positioning
Lily designs womenswear for the mid-to-high segment, positioned against international contemporary brands such as Maje and Sandro.
Distribution
In China, Lily operates around 700 stores in 270 cities. Abroad it has had roughly 70 stores in 10 countries, including Russia, Saudi Arabia, Thailand, Singapore and Kuwait.
Lily set up a Spanish subsidiary in September 2017 to coordinate its European business, and opened its first European store on Rambla Catalunya in Barcelona. That store closed in 2020, after which the brand continued in Europe through:
- Points of sale at Printemps in Paris
- Franchise partners in Ireland
- Multibrand retailers
- Online sales in Spain
The brand also recruited Spanish fashion executives, including a former Mango manager, to lead its European expansion.
Why it matters
Lily is one of the Chinese fashion brands that has tested international expansion, using Spain as a base for Europe while relying on its large domestic store network.
Frequently asked questions
Where is Lily from?
Lily is a Chinese womenswear brand launched in 2000 by the Shanghai Silk group.
Is Lily a Spanish brand?
No, Lily is Chinese, but it coordinates its European business from a Spanish subsidiary set up in 2017.