Études and a division of showroom DFO International, known as DFO 360, are creating a joint venture to explore further market development for Études in China.
The two companies will form Études China, which will be headquartered in Shanghai and exclusively distribute Études ready-to-wear and accessories collections in the China market.
Études is a Parisian label, founded in 2012 by Jérémie Egry, Aurélien Arbet, and José Lamali, that has become well-known for its collaborations.
“We have never defined ourselves as a French brand only,” said Aurélien Arbet. “We always want to show a global and multi-disciplinary vision through our work in fashion, in books, creative direction, creating pop-up stores all around the world such as Japan, Korea, US, UK, and China … we see this joint venture as a new chapter of our brand journey.”
Études and DFO International have built a close relationship in recent years, with DFO developing Études’ wholesale business, PR and special projects in China. DFO currently also works with brands including Tibi, System, SJYP, Sankuanz, WOS and Christian Wijnants.
According to DFO CEO, Meimei Ding, DFO 360 is a new business unit essentially tasked with shifting DFO’s model from traditional showroom, to more of a showroom-turned-brand accelerator, in the model of Tomorrow, bringing strong international brands to China and priming them for growth in this market, including via capital investments.
“Even through the pandemic, we have achieved record-breaking business, so we are confident that Études will be very successful in China, especially because we feel China is very open to cool designer brands,” Ding said.
The joint venture will kick off with the launch of Études’ flagship store on JD.com, followed by two physical shop-in-shops, a strong wholesale footprint and special projects and collaborations.