Chinese brand Aimer targets growth in Europe

Chinese lingerie brand Aimer Group has opened a flagship store in Hong Kong as a bridgehead to conquering export markets, including the UK.

The group, which was founded in 1993, specialises in design-led quality lingerie for urban women. It aims to be the first Chinese brand to shrug off the nation’s reputation as a low-cost producer to create a brand capable of competing with European giants like Wacoal and Triumph.

Aimer’s creative design department develops up to 400 new products every year, using high-quality materials and styles aimed at both Asian and Western customers.

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In April, Aimer International’s Karen Hong Tianyun told Lingerie Insight that the company is “really interested in the UK lingerie market, and is seeking business opportunities.”

Aimer’s general manager of international business, Sabrina Sun Wei, recognises that it will take considerable effort and investment to crack international markets like the UK. "Getting foreign consumers to adopt Chinese brands is a challenging long-term process. This year, the group decided to utilise the international status of Hong Kong to promote our brand to the world. It is not only a melting pot of fashion, but is truly the essence of Eastern and Western culture. We regard it as an ideal platform for our development," she said.

There are currently no official channels for Aimer in the UK, although its products can be bought via an international web site at www.aimeeronline.com.

 

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