Intima Asia Chooses Queen’d

Is Queen’d part of a group?
No, it is a stand-alone brand.

What is the official name of the company?
Shenzhen Queen’d Fashion Co.

To whom does this company belong?
To me, George Zhou.

And when was it created?
It was launched on July 18th, 2012, on Tmall, which is a subsidiary of Alibaba.

You also have physical points of sale, don’t you?
Yes, in 2017 we began our offline activity, so we currently have both channels.

How many points of sale do you have?50.

Where are they located?
Shenzhen, Xian, Tianjin, etc. All of them are in China.

Franchises or branches?
As of now, they are franchises, but we will open a flagship store in Shenzhen in 2019.

Why did you want to open brick-and-mortar shops?
Online sales represent only 20% of the total, and we wanted to develop our market shares.

What did you do before launching Queen’d?
I worked for Triumph, 6ixty8ight and Maniform, then in a production plant. In 2011, I decided to create my own brand: Queen’d.

Tell us your story.
One of my friends had invested in a factory and asked me to be the CEO. With the global financial crisis still underway, we refocused on the domestic market and launched a completely new brand. Later, we disagreed about the future of the company, which is when I left to start my own business.

What did you take away from this experience?
I learned that it takes time to build a brand.

Do you produce in your own factories?
No, we subcontract the production and stay focused on the design, marketing and sales.

What materials do you use?
We use mostly cotton and modal, both woven and knitted.

Where do your materials come from?
They all come from China.

What is your current turnover?
100 million RMB (around 13 million EUR).

Thanks and good luck!
Thank you!