A look from Nobis Outerwear. Credit: Nobis /Business Wire.

Canada-based outerwear and accessory brand Nobis is planning to enter China through a joint venture (JV) partnership with multi-brand fashion group ShenZhen Ellassay Fashion.

The JV will integrate Nobis’s high-quality, functional outerwear with Ellassay’s knowledge in the Chinese market, where it has a strong distribution network and brand-building capabilities. It will drive the development and operations of Nobis’ brand within China, including Hong Kong and Macau.

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The partnership is part of the company’s global expansion strategy and will strengthen its position as one of the leaders in global luxury outerwear.

The Canada-based company is now in more than 35 countries, including France, the UK, Germany, Sweden and Norway.

Nobis vice-president and co-founder Robin Yates said: “Nobis and Ellassay share a passion and commitment to deliver top-tier technical fashion lifestyle collections in the outerwear category and beyond. This partnership is a testament to our shared values and expertise. We are very excited to now be working together with Ellassay to further elevate the Nobis brand within the ever-evolving international fashion marketplace.”

Nobis’ product line will complement Ellassay’s brand portfolio, which includes Self-Portrait, IRO, Laurèl and Ed Hardy.

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Nobis president and co-founder Kevin Au-Yeung said: “Collaboration is the catalyst that propels brands to new heights; this partnership between Ellassay and Nobis will form the foundation of our brand’s presence and growth in China.”

Crosbie & Company and Quester Capital acted as financial advisors to the Nobis brand during the process.