NEEDHAM, Massachusetts, October 8 in the evening, Semir clothing publish delivery and the European leader in children's clothing brand Kidiliz complete announcement. At the equity delivery ceremony held in Paris, France, Qiu Jianqiang, the vice chairman of Senma Clothing, Rémy BAUME, the president of Kidiliz Group, and the senior management team attended the meeting, which took a strong and powerful step for Senma's internationalization and multi-brand development strategy.
In this transaction, Senma Apparel acquired the entire assets of the Kidiliz Group in cash of approximately 110 million Euros (approximately RMB 844 million). After the completion of the acquisition, the core management of the Kidiliz Group remains unchanged and will continue to participate in the management and operation of the Kidiliz brand.
Help Kidiliz to achieve win-win cooperation
The Kidiliz Group was founded by Josette and Roger Zannier in 1962 in the southern French city of Saint-Chamond and has been run by the founder family. After 56 years of development, the Kidiliz Group has gradually developed into a leading company in the high-end children's wear industry in Europe. With the ever-changing children's industry and the shift of the business focus of the founder family, the Kidiliz Group has been bidding around the world. After several rounds of competition, the Kidiliz Group and Senma Apparel reached an acquisition agreement in May this year.
In the process of selecting the next “masterâ€, the Kidiliz team revealed that since its inception, founder Roger Zannier has a unique feeling for Kidiliz, and he very much hopes to find a suitable “home†for the brand, so that Kidiliz will continue to shine. Let the brand go on for a long time. Throughout the global children's brand, the vitality of the Barabara brand, the cultural concept of the company, the operational ability of the team, and the vigorous development of the Chinese market are the main driving factors for the Kidiliz Group to choose Senma. In the exchange, the layout and development of the children's industry The plan has further impressed them.
Kidiliz brand
At present, Senma has owned children's wear brands such as Balabala, MarColor, Mini balabala, mongdodo, badibadi, cocotree, etc. In March this year, it reached a long-term strategic cooperation with North America's leading children's wear brand The Children's Place, and opened its first store in Shanghai in September. From the first half of the annual report of Senma Apparel in 2018, the company's operating income was 5.532 billion yuan, up 24.8% over the same period of last year; net profit was 667 million yuan, up 25% year-on-year, achieving double-digit growth in revenue and profit, Barabara The brand has already established itself as the leading position in China's children's wear, but from the market share of international apparel leading brands, the market space for leading brands of children's wear is still huge.
In response to the global layout, Senma Apparel and Kidiliz Group reached a high consensus. They plan to increase capital and manpower investment in the future, and gradually improve Kidiliz's profitability and win-win results through combing and complementary resources.
Improve the global child industry matrix
At present, Kidiliz Group has gradually developed into a leading enterprise in the high-end children's wear industry in Europe. It owns 10 self-owned children's wear brands with long history and distinctive features, and 5 authorized business brands reflecting the current fashion trends, providing positioning from the middle to the high end. From newborn to adolescents, product selection for different age groups. Headquartered in Paris, France, the group has 8 subsidiaries worldwide, 11,000 sales outlets and 829 stores, and achieved sales of 427 million euros in 2017.
Senma apparel said that the acquisition is in line with the company's long-term strategy and is of great significance. Upon completion of the transaction, the company will become an important player in the global children's wear industry. Kidiliz and the company's existing Balla Ball brand children's wear business have clear complementarity in brand positioning and main market, and have integration effects in value chain such as product design and development, international market operation and global procurement.
Children's brand of Senma clothing
Through this acquisition, Senma Apparel will also have a diverse and rich children's wear brand portfolio from the public to the high-end positioning, with market entry and operation capabilities in major European and Asian markets as well as other international markets, and a global supply chain layout. . Faced with the consumption upgrade trend and demand in the domestic children's wear market, relying on the company's excellent operational capabilities in the Chinese market, and assisting Kidiliz to develop its business in China, it is better to connect with China's power.