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Wenji Overseas Chinese Brings Fashion Brand YELL to Wenzhou Yintai
In April last year, after Wen Jia Italian leader Zhou Jianjun opened the first European flagship store of YELL in China, he brought his YELL fashion to his hometown of Wenzhou. Today marks a significant milestone as the YELL store on the second floor of Wenzhou Yintai officially opens its doors. Welcome to this exciting new chapter for the brand.
Zhou Jianjun, a well-known Italian overseas Chinese leader from Wenzhou, has been instrumental in bringing the Italian fashion brand YELL to the Chinese market. He founded Virginia Trade (Shanghai) Co., Ltd. and introduced YELL to the country, which now has four branches in Shanghai, Hangzhou, Dalian, and Tianjin. With the opening of the Wenzhou location, the brand is expanding its footprint across China.
YELL focuses primarily on men's clothing, targeting an age group between 18 and 45 years old. The brand positions itself as young, stylish, and high-end, offering a modern and sophisticated look. In Europe and North America, YELL already operates over 800 stores, making it a well-established name in the fashion industry.
Zhou Jianjun shared that the next phase of expansion will focus on first-tier cities such as Beijing and Yangzhou. The goal is to reach 100 stores nationwide in the near future, further solidifying YELL’s presence in China. This move reflects the brand’s confidence in the growing demand for premium, stylish menswear in the region.
As the Wenzhou store opens, it's not just another retail outlet — it's a symbol of cultural exchange, entrepreneurial spirit, and the global reach of Italian fashion. Whether you're a local resident or a visitor, the YELL store offers a unique shopping experience that blends international style with local charm. Come check it out and discover the latest trends from YELL!