On May 22, Chinese menswear brand LILANZ officially opened its first overseas specialty store in Kuala Lumpur, Malaysia.
Located in SkyAvenue at Resorts World Genting, a landmark lifestyle and entertainment destination in Malaysia’s capital, the store spans 2,885 square feet. It is LILANZ’s first store outside the Chinese Mainland and features a product layout divided into three major collections: “SMART” (Elite), “URBAN CASUAL,” and “Performance Wear.”
At the launch event, Wang Junhong (pictured below), Executive Director and Vice President of LILANZ Group, remarked that the opening of the brand’s first store in Malaysia marks a new beginning for LILANZ’s internationalization journey. “The launch of our first overseas specialty store in Malaysia represents a bold leap, positioning Malaysia as a strategic gateway to Southeast Asia and beyond.”
“Malaysia is a diverse and inclusive country. Just a few days ago, I took a walk through Kuala Lumpur and observed people’s street style — this is a city with unique charm and an open, welcoming atmosphere. For LILANZ, it also represents a market full of untapped potential. We are excited to introduce premium menswear rooted in fashion, simplicity, and comfort here. We believe LILANZ can offer a new dressing experience, fresh surprises, and renewed energy to this market,” said Wang.
The launch of the Kuala Lumpur store confirms LILANZ’s previously announced development strategy. In its 2024 annual report, the Group noted significant progress in its “multi-brand, internationalization” strategy, with the opening of LILANZ’s first Southeast Asian store as a milestone in its expansion into overseas markets.
In his Chairman’s Report in the 2024 annual results, LILANZ Chairman and Non-Executive Director Wang Dongxing summarized the company’s “Vertical and Horizontal” development strategy: “Vertically, we are actively driving strategic transformation and increasing R&D innovation. Horizontally, we are expanding into more brands and markets, while internally strengthening corporate management and operational efficiency. These efforts lay a solid foundation for achieving high-quality and sustainable development.”
Founded in 1987, LILANZ positions itself around simplicity and comfort, with the brand philosophy “Less is More, but not Simple.” Innovation, craftsmanship, and the relentless pursuit of excellence have always been at the heart of LILANZ’s growth. Over its 39-year development, the brand has become an international fashion enterprise integrating independent R&D, manufacturing, retail, fabric development, dyeing, design, and testing. In 2009, LILANZ became the first menswear company from the Chinese Mainland to be listed on the Hong Kong Stock Exchange. In 2024, the Group achieved full-year operating revenue of RMB 3.65 billion [approx. USD 504 million], with 2,773 retail stores across 32 provinces, autonomous regions, and municipalities in China.
In 2016, LILANZ launched its sub-brand “LESS IS MORE,” injecting youthful energy and a fresh perspective into the Group. While continuing its steady growth, LILANZ also established a Cultural and Creative Industrial Park in 2021 at its headquarters in Jinjiang, Quanzhou, Fujian. This dynamic hub brings together leading figures from China’s fashion and art sectors. In 2023, the brand unveiled a refreshed logo that reflects its minimalist core philosophy. In 2024, LILANZ invested RMB 150 million [approx. USD 20.7 million] to develop the Chinese business of Munsingwear, the century-old golfwear legend, aiming to tap into the booming outdoor sportswear market in China while laying the groundwork for LILANZ Group’s international ambitions.
｜Source: Official press release
｜Image Credit: Courtesy of the brand
｜Editor: Maier
