A Nobis store selling luxury outwear. Credit: Nobis Inc./Business Wire.

Luxury outerwear retailer Nobis has entered the Chinese market with the opening of three stores in Beijing and Shanghai.

The openings mark the first step in the company’s joint venture with China’s luxury fashion brand Ellassay.

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The new stores are Nobis Beijing on Floor 3, SKP Beijing, Nobis Galeries Lafayette in the Xichen district of Beijing, and Nobis Shanghai at the Réel Mall in Shanghai.

Nobis, which sells premium outerwear and accessories, offers core and new collections across the new stores.

Nobis has a presence in more than 35 countries, including the UK, France, Germany, Norway and Japan.

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Nobis president and co-founder Kevin Au-Yeung stated: “As an innovative product-first company, customers will experience the quality of Nobis icons styles like Aura and Yves firsthand, as well as fashion-forward additions like Dyna, Aspen and Isla.

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“We welcome the consumer to visit our stores and learn how we design with purpose in mind, our mid-layers, performance outerwear and technical accessories all working together to build a technical apparel wardrobe for today’s climates.”

The partnership will leverage Ellassay’s knowledge of the Chinese consumer, its expert distribution capabilities and its brand-building track record to expedite market growth for Nobis.

The partnership offers potential growth opportunities for both companies in the Chinese market.

Nobis vice president and co-founder Robin Yates stated: “Nobis is ranked a top 3 luxury outerwear brand in South Korea by sales volume, with 30 locations in top department stores, and we’re eager to start that journey in China with our new partners at Ellassay.”

Nobis’s products are also offered by retailers such as Sporting Life, Lotte, SSENSE and Harrods.