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Novo profile 20100919[1]
1.
2. To be the partner of choice for international young and trendy brands
and the social platform for connecting China’s post 80’s urban youth
2
Draft Version: 2010-9-21
Mission Statement
Distribution
Network
3. Customer Profile
Customer ProfilingCustomer Profiling
• urban, modern
• seek self expression, uniqueness,
identity statement
• trend-leading
• chic, hip, original
• medium to high level
income
4. Group History
NOVO Holding started out as a strategic prodigy of worldwide apparel maker
and retailer TOPPY International in conquering the promising Chinese apparel
market
Established in June 2003 at Shanghai, China, and by leveraging on its parent
group’s distribution network, NOVO has been commanding a breath-taking
growth rate in China. In a span of 7 year’ time, NOVO has established more
than 500 point of sales, operating and distributing over 50 international brands
across 45 cities in China
This phenomenal expansion is attributed to the group’s strategic brand
portfolio development coupled with a brand new approach to distribution
format and brand promotion
NOVO Holding currently operates with five pillars which are comprised of
Toppy Retail, Sixty China, NOVO Retail, NOVO Leasing, and NOVO Mania.
The synergy created by five pillars would enable NOVO Holding to continue
the explosive development and be the only one of its kind in China
5. • 2009 group turnover: US $155
million
• Total number of point of sales in
China: 500+
• Employees:
170 in head office, excluding
branch offices, retail shops and
warehouse
Total employees: 2,500+
• Head office in Shanghai with
regional offices in Beijing and
Guangzhou
Group Snapshot
List of cities with Direct Operated Stores
1st tier 2nd tier 3rd tier
Shanghai Nanjing Wenzhou
Beijing Hangzhou Foushan
Guangzhou Chendu
Shenzhen Changchun
Shenyang
Dalian
Harbin
Chongqing
Xian
Qingdao
Ningbo
Shijiazhuang
Taiyuan
Changsha
Guiyang
Kunming
Fuzhou
Wuhan
Xiamen
Nanning
7. Group Structure
NOVO Concept Holding
High-end Denim Shoes Sports Accessories Fast
Fashion
Retail Leasing Tradeshow
The group has three pillars of business units – retail, leasing and tradeshow
The retail business unit is segmented into 6 different divisions – high-end,
denim, shoes, sports, accessories, and fast fashion
Store
Network
NOVO
MANIA
8. Group Structure
Each brand is operated as an independent business unit with core
team comprised of Brand Manager, Buyer, and Visual Merchandiser
All the brands are also supported by shared service functions which
include business development, franchising, marketing, retail operation,
HR, IT, logistics, and finance
The structure not only maintains the autonomy of brand development
but captures the benefit of leveraging common shared functions
Shared Resources
Brand
Manager
Buyer
Visual
Merchandiser
BU
Brand xxx
Business
Development
Marketing
IT & logistics
Franchising
Retail
Operation
HR & Finance
9. Strong bargaining power in acquiring key locations in department
stores/shopping malls with favorable rental terms due to diversity of
our brand portfolio
Comprehensive distribution channels with both direct own store
network and franchising network across China
Strong brand recognition and customer loyalty from fashion-
conscious post-80’s generation in China
One-stop service including tradeshow, store space leasing, retail
operation, and sourcing for international fashion brands
Experienced management team with extensive China retail
background
Group Strength
10. 170 stores in China
95% Direct POS 5% franchise
Episode, Jessica, Jessica Red
Episode – high end brand
that features modern classic
dressing for stylish and
sophisticated ladies
Jessica – mid to high end
feminine brand which ensures
superior quality, contemporary
designs and value for money
Jessica RED – mid level
brand that offers clean and chic
looks to young professionals
who favor minimal yet
distinctive designs
Retail - High End
Toppy Retail group operates
retail network for in-house
developed high-end brands
Toppy Retail Division
12. 130 Stores in China
70% Direct POS 30% Franchise
Miss Sixty, Energie, Killah
Miss Sixty – high end
casual Italian female brand for
25-36 year olds. The brand is
viewed as feminine, ironic,
exuberant
Energie – mid end casual
Italian male brand for 20-30
year olds. It is very edgy
eclectic in design
Killah – mid end casual
Italian female brand for 18-25
year olds. A younger more
playful brand than Miss Sixty Sixty China is a joint
venture between NOVO
and Sixty SPA
Retail - Denim
Sixty China
14. 28 stores in China
60% Direct POS 40% Franchise
Replay - Italian premium denim
and smart casual wear brand,
lifestyle and authentic
Replay
Retail - Denim
A joint venture will soon be formed
between NOVO and Replay
16. Retail - Denim
22 stores in China
80% Direct POS 20%
Franchise
Evisu - Japanese Heritage,
high end denim brand with
reputation in its traditional
labor-intensive production
methods and attention to
details
Evisu
18. Retail - Shoes
21 stores in China
100% Direct POS
NOVO ME – Multi-brand
store featuring limited edition
footwear (e.g. Nike, Adidas)
and fashion apparel on
consignment
Local sourcing to expand the
business
NOVO ME
20. Retail - Shoes
2 stores opened in 2010
100% Direct POS
Energie Shoes – Shoes
concept store with 50%
merchandise in shoes, 25% in
tops and 25% in pants
Energie is planning to open
6+ shoe stores next year
Energie
23. Retail - Sports
2 stores opened in 2010
100% Direct POS
Billabong – Australia’s
leading apparel brand targeting
active participants in surf and
extreme sports and people who
desire to be identified with its
cool image. The Billabong
group is a public company in
Australia
Nixon - Accessories brand
with a variety of fashion-
conscious watches and
headphones for the youth
lifestyle market. Nixon was
acquired by Billabong group in
2006
Billabong & Nixon
A joint venture will soon be formed
between NOVO and Billabong Group
25. Retail - Accessories
63 stores in China
40% Direct POS 60%
Franchise
LeSportsac - Casual
accessories brand with
collection of fold-in-a-pouch
nylon bags and luggage
LeSportsac
27. Retail - Accessories
Italian lifestyle brand
Soft deco oriented
Price positioning: 30%- 50%
above IKEA
Store size: 350 sqm – 600
sqm
Store opening in 2011
Coin Casa is a subsidiary of
of largest retail group (Gruppo
Coin SPA) in Italy
Coin Casa
A joint venture will soon be formed between NOVO and Coin Casa
28. Retail – Fast Fashion
OVS Industry
7 stores opened in 2010
100% Direct POS
Italian fast fashion brands
with annual turnover 1.5B
EUR
Wide age segment coverage
and wide category offering
(men, women, kids,
accessories)
Low price similar to H&M
OVS Industry is a subsidiary
of largest retail group (Gruppo
Coin SPA) in Italy
A joint venture will soon be formed between NOVO and OVS Industry
30. Current Stores
Shanghai Raffles City 2500sqm
Shen Zhen MIXC 3300sqm
Cheng Du Top City 3000sqm
Shanghai Super Brand
Mall1000sqm
Shanghai 889 4500sqm
Hang Zhou MIXC 4200sqm
Guang Zhou Zheng Jia 3000sqm
Upcoming Stores
Beijing Wang Jin 31250sqm
Chong Qing Jia Fang Bei
34000sqm
Cheng Du MTR 3500sqm
Hang Zhou Convention
11000sqm
NOVO Leasing
NOVO Leasing group sub-leases retail spaces in prime locations to
young and trendy brands and has become one of the coolest shopping
destinations for post-80’s generation in China
31. About NOVO Leasing
Brand SelectionBrand Selection
Jeans / Denim
Miss Sixty, Energie, Evisu, Replay,
G-Star, Salsa, True Religion, Antik,
Sacred Blue, Tough, Parasuco,
Chevignon, Levi’s…..
Footwear / Limited Editions
Nike + Nike White Label, Adidas
+ Adicolor, Puma + Miharu,
Onitsuka Tiger, Lacoste,
Converse Japan collection, New
Balance 574, Birkenstock,
Evisu….
Hi-Fashion
Itsus, Ecko, Laundry, Stussy,
Replay, Guru, Energie Olive
des Olive, Nice Claup, Heroic
Rendezvous, Pink Army
Accessory / Lifestyle
Lids, Playboy bags & acc,
BCBG, Katharine Hamnett
watch, Rouge Power
32. Opened date: 2003 Dec.
Area: 2,384 sqm
First concept store opened
in China
32
Draft Version: 2010-9-21
Shanghai Raffles City Store
50. Young Trendy Trade Show
The largest platform in China
to connect fashion brands,
department stores, shopping
malls, distributors, and fashion
professionals
150+ international fashion
brands
300+ department stores and
shopping malls
200+ media
1000+ potential franchisees
NOVO MANIA
NOVO Mania group opeates fashion tradeshow and establishes a
gateway for international young and trendy brands to enter China
51.
52. Future Development Strategy
Establish NOVO Mania as the gateway for new international fashion
brands to enter China
Expand NOVO brand portfolio by acquiring exclusive distribution rights of
international fashion brands
Expand NOVO distribution network by acquiring prime locations across
China
Connect with youth through online and offline activities to enhance
customer loyalty
Launch e-commerce platform as another distribution channel for
international fashion brands
Looking Forward
