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Guess is set to reopen its operations in the Chinese market through a local partner, Ruisi Haishang, roughly two months after halting all its physical and digital stores across the country, according to the parent company of the US fashion retailer.
This move signifies a strategic shift toward a more localized, partner-driven approach within China. The company will no longer rely on a single, universal global operating model but will tailor its product offerings, marketing efforts, retail strategies, and customer engagement initiatives to better meet the preferences of Chinese consumers.
Established in Los Angeles in 1981, Guess provides a broad array of products, including apparel, footwear, accessories, and fragrances. The parent company typically begins its local operations by partnering with a key operator responsible for apparel, before expanding into other product categories such as cosmetics.
Under the new partnership, Ruisi Haishang will oversee the development, manufacturing, distribution, and sales of Guess’s womenswear, menswear, and children’s apparel lines.
Based in Hangzhou, Ruisi Haishang is a joint venture between Quanshang Technology and Yinian Huasheng, founded earlier this year. Quanshang owns brands like Duibai and One Moment and serves as an agent for Mmlg and Vera Wang. Yinian Huasheng manages brands including MLB, Hunter, and Salomon.
Industry insiders believe ABG highly values Ruisi Haishang’s extensive offline retail presence and its comprehensive experience in online brand management, which has been cultivated over many years.
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