Honeys` China Strategy

As many Japanese and international brands face an oversaturated and competitive Japan-market, they are more and more turning to China to grow their business.  Fast Retailing’s Uniqlo has been most prominent in the news with their China expansion, but other brands as well are making headlines with growth strategies based in Japan and implemented in China – Honeys Co. is one of those companies.

Honeys, a trendy fast-fashion company based in Japan and manufactured in China, will celebrate the fifth anniversary of their launch in China next spring by increasing their number of stores to 220 and opening a total of 150 new stores in China by the 2012.  Launching up to 300 items a month, every month at prices as low as 1,000 yen (79 yuan) Honeys has positioned itself as a true fast-fashion giant competing with the likes of H&M and Uniqlo.  Capitalizing on the popularity of the latest Japanese fashion trends, Honeys makes Japanese fashion available in China at the same time it is available in Japan, allowing it to build a strong following among young, fashionable Chinese who want to be current on what their contemporaries are wearing in Japan.

Information Honeys Co. & Nikkei