Ivey Business School (Canada)
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Branded Lifestyle Holdings Limited: Strategic Transformation in China
Daniel Han Ming Chng; Jianhua Zhu; Liman ZhaoCase IVEY-9B18M114-EStrategyBranded Lifestyle Holdings Limited (Branded Lifestyle) was an Asian apparel retail company that emerged in 2011 after Fung Retailing Limited acquired Hang Ten Group Holdings Limited, a company listed on the Hong Kong Stock Exchange. With five apparel brands, Branded Lifestyle was profitable in most of its Asian markets. However, it was struggling in China and had reported annual loses until the acquisition. In 2014, a new managing director of glo...Starting at €8.20