This creates a first-mover advantage for international brands which are in the market now or are entering shortly.

51COLOURS has operations in The Netherlands, Hong Kong SAR, Shanghai and Beijing and will open locations at several secondary cities in China in the near future.

Contact us via info@51COLOURS.com or see the contact section for full details.

51COLOURS is a dynamic retailer bringing quality European fashion brands to the Mainland Chinese market via its ‘Dress Code’ multi-brand concept as well as mono-brand store operations.

We are specialized in the women’s mid/high end segment, age 28 and over. Our team has many years of experience in catering to the developing lifestyle (and spending power) of this generation.

Our understanding of China’s past, Europe’s present, and psychology, income and taste of our target customers enables us to anticipate their changing shopping habits: where, how and why fashion is bought.

As a Chinese-European company, 51COLOURS is uniquely positioned to help European fashion brands gain access to the mid/high-end Chinese market.

Most of the value growth in the Chinese market will come from up-trading customers from lesser-quality local brands (and some international brands) to high quality and/or high-fashion brands. With most of these customers, current brand awareness and loyalty are low.