Hong Kong, December 9, 2001 - MOISELLE International Holdings Limited today opened a new flagship store at Festival Walk, Kowloon Tong. The opening ceremony was hosted by Mr Boby Chan, Chairman, Ms Shirley Chan, Joint Managing Director, and guests Ms Ada Choi, Ms Gloria Yip and Mr Chan Wing Luk.

The Group has 4 distinctive fashion collections under the brands of MOISELLE, moi, imaroon and M.kids, carried on a network of 34 MOISELLE, imaroon and M.kids stores in Hong Kong. The new flagship store at Festival Walk has a floor area of over 2,000 sq ft to display the full collection the MOISELLE brand, allowing customers to experience its mix and match fashion philosophy and the convenience of one-stop shopping.

Mr Boby Chan, Chairman of MOISELLE said at the ceremony, "Since our official introduction of MOISELLE branded fashion in Hong Kong in 1997, we have covered a great deal of positive ground in the past few years. Our success was attributable to a number of factors, including our niche market positioning, a distinctive and highly visible brand image, and the strategic retail network.

"The market adjustments in the last few years have provided us a window opportunity to obtain better shop locations and rental arrangements, but in order to sustain our growth momentum and profitability, we have also worked hard to improve the sales per sq ft."

The Group's next plan is to duplicate its success in MOISELLE through the introduction of spin-off lines including moi, imaroon and M.kids. Its business plan envisages the opening of about 2 imaroon and M.kids stores in the coming year. The new retail networks will serve as a vehicle to drive the Group's expansion into new market segments, with a view to diversifying its revenue base. The Group has drawn up a marketing plan for these new brands, activities of which include the establishment of a new fashion icon for imaroon and the issuance of the MOISELLE affinity credit card.

The Group will also identify ideal locations for the opening of sizable flagship stores to replace MOISELLE stores of smaller sizes. The opening of the Festival Walk flagship is a part of this plan.

Since its inception in 1997, MOISELLE has quickly created a new dress code for women in town - a contemporary movie-star glamour infused with a touch of romantic femininity. The Group's market development efforts have resulted in the introduction of diffusion lines, including moi, which is an extension of MOISELLE and caters for the "nine-to-five" needs of young, fashion-conscious female professionals, imaroon, offering simple fashion and basic wear in timeless styles, as well as M.kids children's collection. MOISELLE attaches importance to original designs, a commitment that has earned it 4 major awards, including the Overall Winner Award, in the Hong Kong New Fashion Collection Award Contest staged by the Hong Kong Trade Development Council in Hong Kong Fashion Week 2001. Mr Chan was also named a Young Industrialist of Hongkong 2001, and was conferred the Owner-operator Award of the DHL/SCMP Business Awards 2001.

Issued by :
MOISELLE International Holdings Limited
Keith Chan / Cassidy Dung / Tiffany Cheng
tel : (852) 2103 7899 / fax : (852) 2789 0814
email : marketing@moiselle.com.hk

Through :
t6.communications limited
Veronica Yum or Jenny Lee
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