Ellassay Fashion: Continued Growth with a Multi-brand Strategy

Research output: Other contributionCase Studies


Ellassay Fashion is a high-end Chinese fashion group based in Shenzhen. The company has expanded in its home market and internationally through a series of acquisitions of foreign fashion brands. This strategy was popular among Chinese textile and garment companies, as it creates business growth opportunities by introducing foreign brands into the local market. However, it also creates challenges in managing multi-brand operations in a fast-changing sector. Founder Xia Guoxin had to consider: (i) how to coordinate and integrate multiple brands within the group; (ii) how to strengthen the company's position in China using foreign brands; (iii) whether to continue expanding through overseas mergers and acquisitions (M&A) to cement its position in local and international markets.
Original languageEnglish
Number of pages19
Publication statusPublished - 30 Jun 2021

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Case type

Field Case

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Published by

China Europe International Business School


  • multi-brand strategy
  • Merger and Acquisition (M&A)
  • merger and acquisition
  • mergers and acquisitions
  • internationalization
  • fashion industry

Case studies discipline

  • International Business
  • Strategy

Case studies industry

  • Manufacturing
  • Retail Trade


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