Nobis Outerwear Expands Global Footprint With Three New Stores In China

The Inaugural Launch Of Their Joint Venture With Ellassay, This Marks The Canadian Brand’s Commitment To The Chinese Luxury Market.

(Photo: Business Wire)

TORONTO & SHANGHAI & BEIJING--()--Nobis, an internationally renowned leader in luxury outerwear, is thrilled to announce the opening of three stores in Beijing and Shanghai, marking the brand's meaningful entry into the Chinese retail space. This expansion is the first step of a joint venture with Ellassay, a dominant player in China's luxury fashion sector.

Drawing on the strengths of both brands, the collaboration solidifies Nobis' commitment to innovation and quality. Leveraging Ellassay's profound understanding of the Chinese consumer, expert distribution, and esteemed brand-building track record further enhances this partnership.

Robin Yates, Vice President and Co-founder of Nobis, expressed his enthusiasm: "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."

The first retail locations, located in Beijing's SKP, and Galeries Lafayette, and Shanghai's Réel Mall, promise a complete brand experience with core and new collections. According to a 2022 report by Chinadaily, the SKP Beijing department store earned recognition as the nation's biggest and most productive shopping mall in 2021. The report highlighted a remarkable 40 percent yearly increase, reaching a sales volume of 24.7 billion yuan, as reported by, a Chinese commercial property outlet. The collaboration between Nobis, known for its blend of technical performance and dynamic design, and Ellassay, with its distinguished brand roster and strong relationships, lays the foundation for exciting future developments.

"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," commented Kevin Au-Yeung, President and Co-Founder of Nobis. "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."

Since 2007, Nobis has helped redefine the performance outerwear category through the use of premium construction, technical features, and high-quality fabrics. "Perfectly balancing fashion and function means designing outerwear from the inside out and creating pieces people all over the world love to wear," commented Robin Yates.

Overall, this partnership holds considerable importance for both companies, promising compelling opportunities and potential for growth in the Chinese market.

Nobis' new retail locations:

  • Nobis Beijing: D3024, Floor 3, SKP Beijing
  • Nobis Shanghai: 212, Floor 2, Réel Mall, Shanghai
  • Nobis Galeries Lafayette: No. 110, Xi Dan North Street, Xichen District, Beijing

About Nobis Inc.

Nobis, the globally renowned Canadian premium outerwear, and accessory brand, is redefining the outerwear landscape with its unique blend of style, functionality, and quiet confidence. With a firm commitment to timeless design, Nobis embraces the “Gorpcore" fashion trend, creating outerwear pieces that seamlessly merge fashion-forward aesthetics with unparalleled functionality to face unpredictable environments. As Nobis expands its global reach to China, its strength in the North American and South Korean markets shines brighter than ever. Nobis is available in over 35 countries, including France, the United Kingdom, Germany, Sweden, Norway, Finland, Denmark, Czechia, Austria, and Japan. Stockists include esteemed retailers such as Sporting Life, Harry Rosen, 24S, SSENSE, Matches, Harrods, and Lotte, where customers can experience the impeccable craftsmanship and exceptional design that define the Nobis brand.

Nobis continues to push the boundaries of quiet luxury in the premium outerwear and accessories markets, offering a sense of adventure and individuality. Visit for more details.

About Ellassay

ShenZhen Ellassay Fashion Co., Ltd, a multi-brand fashion group, currently owns Chinese premium fashion label ELLASSAY, German premium women's wear Laurèl, French designer brand IRO Paris, American street fashion brand Ed Hardy and British contemporary fashion brand self-portrait. Ellassay’s brand matrix ranges from premium to street fashion that has been shaped to answer a diverse range of consumer lifestyles.

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North America Press Contact

James Volpe
White Sneaker Consulting


North America Press Contact

James Volpe
White Sneaker Consulting