Intima Asia - N°30 - 2/2009 - (Page 44)

Cover Story Embry Form Started some 30 years ago in Hong Kong, the company is today one of the major underwear companies in China counting three brands and over 1,600 retail outlets throughout the country . Napoleon Hung, Executive Director, met with Intima Asia and unveiled more about their position and strategy. Embry Form is one of the most impor tant companies in China. Can you please start with an intr oduction of the company’s activities? Currently, how many categories of pr oducts ar e available? Which categor y is the bestseller? NAPOLEON HUNG Embry is a well-established Hong Kong business with a leading position in the lingerie industry . The Group operates the supply chains for its 3 major brands, namely Embry Form, Fandecie, and Comfit. The Group is involved in the development, sourcing, production and sale of these brands. Thanks to its multi-brand strategy, the three unique brands enable the Group to target different segments and cater to the growing market demand. Currently, we have developed a diverse sales network in China. W e set up more than 1,600 retail outlets nationwide. As for the OEM activity, it only makes up a small part of the business and aims to fully utilize our production capacity and, at the same time, stay in touch with market trends and technologies. Our products are divided into 3 categories. Lingerie is the bestseller and contributes over 80% of our sales. Other categories are swimwear and sleepwear, each accounting for about 4-5% respectively. The Chinese market generates the majority of revenue, accounting for almost 90% of total sales. Sales in Hong Kong accounted for approximately 9-10% of total sales. In your opinion, what ar e the major strengths of your company? What p ercentage o f t he c ompany’s sales does the Chinese market r epresent? Our Group has strong R&D capabilities with many innovative designs. W e have 19 patent

Table of Contents for the Digital Edition of Intima Asia - N°30 - 2/2009

Cover
Index
Contents
Editorial
SHOP SCOUTING WORLDWIDE
NEWER NOTABLES
RETAIL NEWS
TÊTE À TÊTE
PHOTOSHOOT
COVER STORY
LINGERIE TRENDS S/S 2010
LAUNCHING
THE GUEST
INTERVIEW
BEACHWEAR TRENDS S/S 2010
MARKET FOCUS
EVENT
EXHIBITION UPDATE
CALENDAR
NETWORK NEWS EXPRESS
EXPO
FABRIC NEWS
FABRIC TRENDS F/W 2010 -11

Intima Asia - N°30 - 2/2009