MILLER HARRIS, a London luxury niche fragrance brand owned by NEO Investment Partners (hereinafter called “NEO Fund”), opened its first store in Xintiandi, Shanghai China in 2019, and was one of the first overseas niche fragrance brands to test the China market.
Tracing back to the decision-making process of the brand’s entry into the Chinese market, Ying LI, Regional Brand General Manager of MILLER HARRIS China, introduced that NEO Fund believed that China was likely to replace the United States as the world’s No. 1 fragrance market by 2025, after conducting i …
