Mo&Co
China
Mo&Co is a women's fashion brand from China, founded in 2004 and based in Guangzhou. It had more than 900 stores in mainland China when Jing Daily reported on its UK expansion, which began with a Selfridges concession in 2015.
| Founded | 2004 |
|---|---|
| Headquarters | Guangzhou, China |
| Country of origin | China |
| Stores in mainland China | More than 900 (as reported by Jing Daily) |
| London flagship | South Molton Street, autumn 2018 |
| Segment | Mass market and fast fashion |
| Website | moandco.com |
What is Mo&Co?
Mo&Co is a Chinese fashion brand, launched in 2004 with a focus on young professional women. Jing Daily reports that it is based in Guangzhou and that it was positioned as an alternative to brands such as Theory or Maje. A Guangzhou address in the Haizhu District is also listed on a brand directory page.
History and product lines
The brand has added several lines over time. Jing Daily lists Edition 10, a higher-end line, in 2010, REC cosmetics in 2014, Little MO&Co., a children's line, in 2016, and Common Gender, a menswear line, in 2018. This widened Mo&Co from womenswear into children's, men's and beauty.
Business model and distribution
Jing Daily reported more than 900 stores in mainland China at the time of writing. The brand tested the UK market with a concession in Selfridges in 2015 and opened a standalone flagship on South Molton Street in London in autumn 2018. In London it competes in the mid-premium segment and relies on influencer and social media marketing rather than traditional advertising, according to the same source.
Ownership
The sources reviewed do not name a parent company for Mo&Co, so ownership is left open here. Some third-party databases group it with other Chinese women's brands, but this was not verified.
Why it matters
Mo&Co is one of the Chinese women's labels that moved beyond the domestic market into London, using a concession first and a flagship later. Its category extensions show how a domestic fashion brand can broaden into a lifestyle offer.
Frequently asked questions
Where is Mo&Co from?
Mo&Co is a Chinese brand founded in 2004 and based in Guangzhou. It has also opened in the United Kingdom, first through Selfridges in 2015 and then with a London flagship in 2018.
Who owns Mo&Co?
The sources reviewed do not name a parent company, so ownership could not be verified.