Founded in Canada in 1961, the No. 10 high-end Egyptian cotton white shirt is famous in the industry, the leader of simple and elegant fashion fashion, and a high-end women's clothing brand designed for elite women
PORTS, INTERNATIONAL is a well-known international clothing brand registered in Canada, founded in Toronto in 1961, the main business involves men's and women's clothing, sunglasses, handbags and other popular accessories, as well as real estate and shopping malls.
Founded in 1961 by Canadian Luke Tanabi, Boots pioneered its simple and elegant fashion style with a premium Egyptian cotton white shirt called No.10. The Boots women's brand quickly became famous in Canada, and in 1972 it began to expand into the neighboring American market and the British market across the ocean, where it quickly became a success. In the 80s, the number of Boots stores in North America and Europe has reached more than 60. When the elder Tannaby retired, his two daughters were obsessed with fashion design, but they were not good at business. In 1989, he sold the Boots brand to his friends, the Chen (Kai Tai) family, who were mainly engaged in the insurance and clothing industries.
After the Chen family took the helm, a severe economic crisis occurred in North America, which severely affected Boots' business in Canada, the United States and Europe. In 1993, the Chen family sent Chen Qitai, then 46, to Chinese mainland for market research. Born in Hong Kong, Chan moved to Canada with his family at the age of 16 and worked for a family insurance company for 6 years, where he has a keen understanding of investment. Chen Qitai's mainland visit has since changed the development strategy of the Boots brand. At that time, a group of white-collar workers advocating quality of life had emerged in Chinese mainland, but no international first-class fashion brands had entered the Chinese market, and the high-end clothing market was still blank. The Chen family decisively sold all of Boots' stores in the UK and invested £2 million in cash-out in China.
Invest in the mainland
In the nineties, based on the success in the European and American markets, Ports came to China with enthusiasm and became the first high-end fashion brand to enter China, bringing simple elegance suitable for Chinese to Chinese customers. In 1998, Ports was ranked in the top five in the "Most Recognizable Brands in Readers' Opinion" category of the ELLE Magazine Readers' Survey in 97/98. In 2002, Elle magazine published a new survey by AC Nielsen: Ports has become the most desirable brand in China, with a 78% awareness rate. From 2006 to 2009, Ports was named to the Forbes Asia Pacific 200 Most Successful Companies (with Annual Turnover of less than $1 billion) list for four consecutive years. According to the 2006 China Fashion Index Research Report released by the China National Conditions Research Association and Vogue magazine in November 2006, Ports became the third most fashionable clothing brand among Chinese consumers. In 2010 and 2011, it was selected as one of the "Top 10 Most Favored Fashion Brands by Hurun Report" in China's multimillionaire brand trend report. Boots has set up a domestic design department in China, and hired outstanding domestic design talents, so that Boots has made great progress in China, designers including JIMBOORE (UK), Li Yao (LEO) and a number of new stars in the design industry, bringing advanced elements to the development of China's clothing.
In 1994, Boots opened two stores on Zhongshan Road in Xiamen and Ruijin Road in Shanghai, and appointed two experienced managers from Toronto and Vancouver stores to serve as supervisors of the two pilot stores. The market was even better than expected, and the total profit of the two stores reached 5 million yuan in the year of opening. This led the Chen family to finally decide to focus on Chinese mainland and hope to create a world-class clothing brand with the help of the Chinese market.
At that time, the Xiamen Special Economic Zone provided various preferential treatment for foreign-invested enterprises, and Chen Qitai simply moved the factory of Boots to Jimei, Xiamen, and soon began to expand rapidly across the country. Chen Qitai pays special attention to the location of his stores, which are generally selected in the most prosperous and high-end places in various cities, such as Xintiandi and No. 18 Bund in Shanghai, China World Trade Tower in Beijing, Garden Hotel in Guangzhou, Hubin Road in Hangzhou, and the waiting halls of major airports. "These stores are not only channels for selling clothing, but also a window of image for Boots." He said.
Boots sunglasses
In addition to fashion, PORTS also continues the brand's simple and elegant style in the design of accessories, which has been updated for a long time. Emblematic of the iconic Double P logo, PORTS sunglasses are designed with new designs every season, and their modern and fashionable styles are loved by the urban elite. In 2011, PORTS also launched a new fragrance collection. The first "Isabella Cinderella Fragrance" was launched, and its sweet and romantic style was sought after by young female consumers
Isabella Cinderella fragrance
"Elegant, mystical Isabella girls swim in the Sahara Desert early in the morning and dinner in New York in the evening."
In 2011, PORTS launched the Isabella fragrance, the first unique scent for urban women, to start a woman's dream journey with an elegant and rich olfactory seduction – PORTS' current Creative Director, Fiona Cibani, is inspired by the charm of exotic countries every season. During her travels, she marveled at the moments of modernity, refinement, and freedom at heart, and created the Isabella fragrance for them, infusing the essence of the Maison into the soul of the fragrance and continuing the dream of the world that began with the brand's founder, Mr. Luke Tanabe, in 1961.
