Nobis opens three new stores in China

Canadian outerwear brand Nobis has opened three new flagship stores in Beijing and Shanghai, marking the brand’s entry into the Chinese retail space.

The inaugural retail locations, strategically positioned in Beijing’s SKP and Galeries Lafayette, as well as Shanghai’s Réel Mall, promise an immersive brand experience, showcasing both core and new collections.

“As an innovative product-first company, customers will experience the quality of Nobis icons styles like Aura and Yves firsthand, as well as fashion-forward additions like Dyna, Aspen and Isla,” said Kevin Au-Yeung, president and co-founder of Nobis. 

“We welcome the consumer to visit our stores and learn how we design with purpose in mind, our mid-layers, performance outerwear, and technical accessories all working together to build a technical apparel wardrobe for today’s climates.”

The expansion in China follows a joint venture agreement with Ellassay, a dominant force in China’s luxury fashion sector, first announced in June. 

As part of the partnership, Nobis will leverage Ellassay’s profound understanding of the Chinese consumer, expert distribution channels, and track record of building esteemed brands. Ellassay’s brand portfolio includes Self-Portrait, Iro, Laurèl and Ed Hardy.

Robin Yates, vice president and co-founder of Nobis, added: “Nobis is ranked a top 3 luxury outerwear brand in South Korea by sales volume, with 30 locations in top department stores, and we’re eager to start that journey in China with our new partners at Ellassay.”

Nobis, since its establishment in 2007, has been a trailblazer in redefining the performance outerwear category, utilizing premium construction, technical features, and high-quality fabrics.

The brand is available in over 35 countries, including France, the United Kingdom, Germany, Sweden, Norway, Finland, Denmark, Czechia, Austria, and Japan. Stockists include retailers such as Sporting Life, Harry Rosen, 24S, Ssense, Matches, Harrods, and Lotte.