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Mendale signs strategic cooperation with Crystals from Swarovski, Strengthening "The Belt and Road" Ties

2017-06-21 16:28

CHANGSHA, China, June 21, 2017 /PRNewswire/ -- On the morning of June 15th, Mendale, the Chinese renowned home textile brand has announced the signing of strategic cooperation on the retail chain of crystal-embellished product development, in store environment and further marketing opportunities with Swarovski's ingredient brand Crystals from Swarovski, following a declaration of excellence ceremony in Changsha, China.

Mendale and Crystals from Swarovski strategic signing ceremony
Mendale and Crystals from Swarovski strategic signing ceremony

Chinese Silk Meets Austrian Swarovski Crystals

A glamorous celebration was held at The Luxury Collection, starting off with a Glamorous Light Dance. In addition, Mendale's sparkling display area showcased stunning products and design collaboration, including wedding textiles, home decorations and wedding dresses. As the introduction of the Mendale Group Design Director, these products reflect their youthful and international design concept.

In fact, the cooperation between the two sides has already started and achieved initial success. Last year, Mendale signed with Swarovski Professional (Swarovski's B2B division) to become a Swarovski Ingredient Branding Partner.

Currently, more than 12 million couples get married every year - most of them were born in the 1990s. The psychology of consumers is changing and tend to be younger, more fashionable and international. Mendale has gained the insignt of younger consumer's mind. The company moves with the times, which reflects in the seamless blend of traditional culture and prevailing fashion in its products. Its wide range of wedding products offers a variety of customized, stylish choices for bridal couples. Crystals from Swarovski injects embellishment into Mendale's products. The new cooperation will enable Mendale to present itself as international and modern.

Mendale Leads a New Trend in Multi-brand Cooperation

Li Jing, CEO of Mendale Group, announced that the business partnership with Swarovski will not only focus on wedding textiles and wedding-room products, it will also involve the use of Swarovski's ingredient brand Crystals from Swarovski and joint projects on Mendale's in-store environment and marketing promotion. The key motivation for this important cooperation is the common goal of superb craftsmanship and the maxim: "The customer always comes first."

Flemming Nielsen, Senior Vice President of Sales in Greater China for Swarovski Professional, commented that Mendale was chosen to team up with them in that Mendale is one of China's leading luxury home textiles brands and it is a fantastic opportunity to add a touch of European flavor to traditional Chinese design elements by using Swarovski crystals.

In addition, Mendale Group has embarked on cooperations with other international brands, like KAUFFMANN, Agraria, and Somma in several areas, including reaching an online agent agreement for Mainland China and creating an ultra-luxurious home stores that offer a one-stop shopping experience. Undoubtedly, Mendale has become an international shopping platform.

Meeting the Silk Road: Mendale's International Strategy Delivers a Brand Upgrade

Following The Belt and Road Initiative, Mendale has maintained an all-round cooperation with hundreds of enterprises in Belt and Road countries, making Mendale a highly competitive international home platform. Up to now, the annual import and export volume exceeds 100 million Yuan.

Mendale has set up 50 stores in Belt and Road countries and become the agent for more than 50 home textile brands from over 20 countries, including Germany, Italy, France, and Britain. Through this international exchange and learning, Mendale will now be in a position to offer improved products and services to customers at home and abroad.

Austria joined the establishment of AIIB under the Belt and Road Initiative, and became one of its founding members. By teaming up, Mendale and Swarovski will mutually benefit from this international cooperation and open an exciting new retail chapter in China.

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Source: Mendale

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