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Wuliangye Women’s “Typhoel†settled in Hangzhou Tower
In a surprising turn of events, the news that Wuliangye, a well-known Chinese liquor company, has entered the fashion industry has sparked widespread online discussion. Many websites expressed skepticism about the brand's ability to succeed in the highly competitive and saturated clothing market. Some even published critical articles suggesting that Wuliangye’s long-anticipated foray into fashion may face significant challenges—described as "domestic and foreign difficulties" and potential multi-sectoral risks.
Despite the controversy, on June 8th, the “Théophile†flagship store, owned by Shanghai Zunsheng Garments Co., Ltd.—a subsidiary of Wuliangye—quietly opened at Hangzhou Tower, one of the most renowned department stores in Hangzhou. The opening was low-key, with no grand ceremony or flower arrangements, just a refined display of high-quality products, reflecting the brand’s confidence and sophistication.
Théophile is a French luxury brand with nearly a century of heritage, still active in the French fashion scene. Wuliangye has acquired the exclusive rights to operate the brand in China, aiming to reintroduce it with a fresh image. The brand’s image stores are designed with strict brand guidelines, featuring classic black, white, and gold accents, elegant displays, and a luxurious atmosphere enhanced by soft lighting and stylish interiors.
Every detail, from gold-plated mannequins and custom coat Hooks to bespoke display stands and branded wall art, reflects the brand’s identity. Even the fitting rooms and lounge areas are carefully crafted to deliver an immersive and refined experience. Guests can enjoy afternoon tea in a space filled with delicate design elements, further emphasizing Théophile’s elegant and cozy vibe.
Known for its exquisite leather accessories, scarves, and jewelry, Théophile ensures each piece carries a unique personality. Its signature silk scarves, designed by a renowned artist, feature abstract patterns that evoke endless beauty and imagination. Chengdu Shengshan Clothing Co., Ltd., a wholly-owned subsidiary of Wuliangye, manages the brand’s operations in China.
Since 2008, Shengshan Group has invested in establishing Shanghai Zunsheng Garments Co., Ltd., which oversees the brand’s entire Chinese operation. Industry experts, including Wang Xiangsheng, a leading brand strategist, have been involved in planning and shaping the brand’s strategy.
Théophile targets sophisticated, low-key, and fashion-conscious women aged 32 to 38, with an extended range from 28 to 42. It emphasizes elegance, subtlety, and a sense of artistic value, blending luxury with understated refinement. The brand’s designs focus on craftsmanship, attention to detail, and a balance between practicality and style, making each garment a true work of art.
With a strong emphasis on core values such as independence, self-confidence, and timeless elegance, Théophile continues to evolve while maintaining its signature style. Each season brings new creative themes that reflect the brand’s enduring vision and relevance in the ever-changing fashion world.
The brand has already launched stores in key cities, including Shenyang, Hangzhou, Shanghai, Chengdu, Chongqing, Wuhan, and Shenzhen. More locations are planned for the second half of the year, signaling a bold step into the Chinese luxury fashion market.