Atelier Intimo Exquisite Chinese Concept Brand

How would you define the brand philosophy and the style of Atelier Intimo?
Elegant, practical, and reflecting a bit of the dramatic style of Eastern people.

Contrary to many Chinese lingerie brands that reflect European style, the aesthetic of Atelier Intimo is clearly Asian. Why did you make this choice and where do you find inspiration?
We use the basic design of Western styles, but with Eastern colours and expression because our clientele are still primarily Asian. As a brand born in China, we are proud of our nation and history; every strong brand must stand behind their country and nation. We use international design to express the beauty of the East without blindly copying foreign brands. Wearing lingerie is like a second layer of skin. We should appreciate our own tradition, and harmoniously unify our bodies and culture to build confidence.  The inspiration of our brand comes from Chinese history and an understanding of women’s beauty.  For example, we have a collection called ‘The Garden’; many Chinese love stories are set among landscapes and gardens. As seen in ‘Peony Pavilion’, Chinese people often express sexiness through mountains and rivers. The latest collection, ‘Luo Shenfu’, is inspired by a Chinese poem about an ancient prince praising a female goddess at Luoshui River. Our brand is created for women with this cultural knowledge whose sexiness is different from that found in the West.

Which global lingerie trends do you integrate in your collections?
Lingerie as outerwear, the feminist movement, and Eastern aesthetic.

How do you organise your collection release calendar?
In the past, we released one new collection plus two new capsules. Starting in 2019, we are moving to the SS and AW schedule. We will also be adding a new homewear collection every quarter to explore the modernised and externalised style of Chinese history.

Where would you place Atelier Intimo’s market position? What is your price range? 
Atelier Intimo is not a luxury brand, or a functional brand. It is an affordable boutique lingerie and homewear brand. A lingerie set is 700 to 1,100 RMB, (90 to 150 €) and homewear styles are between 1,450 to 3,000 RMB (190 to 400 €).

The price point is quite high, but the brand is still well sought after in China’s emerging markets. What do you think is the biggest advantage or characteristic of Atelier Intimo?
Our biggest advantage is that we understand the aesthetic needs of contemporary urban women. They have a need for elegant garments made with delicate and high quality materials, which is not satisfied by other brands. Most highend retailers recognise our brand’s aesthetic.  The philosophy of our look and services are consistent, creating a strong sense of fidelity among our clientele. Asian customers seek out our lingerie-as-outerwear designs, so many who used to prefer high-end European brands have become loyal patrons.
What do you think is the most important strategy and direction in operating a midto-high end and light-luxury lingerie brand? 
Beauty and quality craftsmanship must be maintained at a consistently high level, and stores must offer professional fittings and services.

How many stores does Atelier Intimo have in China? In which cities and areas?
We have retail locations in K11 and The Mixc in Shanghai, Plaza66 in Wuxi, Kerry Center in Hangzhou, Xinjiekou Golden Eagle Department Store in Nanjing, and The Mixc and IFS in Chongqin. We also will be opening a store in Plaza66 in Kunming, and may open others in Chengdu.

Are they direct stores or franchised?
Currently half-and-half.

How is your online activity versus brick and mortar stores? Which one is growing faster?
The number of online customers is growing rapidly, but it still can’t defeat our offline sales. 

Let’s talk about Atelier Intimo’s consumers, what kind of people are they?
Our customers are generally middle-class and well educated with a love of travel, fitness, and cosmetics.

What is your approach to the international market?
This year, we hope to expand to Hong Kong, Tokyo, and Seoul. Locations in Europe are currently being negotiated, and we hope to open stores in France and Britain.

What kind of business model will Atelier Intimo have on the international market?  What kind of buyers will Atelier Intimo cooperate with?
We will work hand in hand with buyers in Europe to find a distributor. We are willing to cooperate with those who appreciate our Eastern culture.