M+F Girbaud expands in China - insidedenim: Glo InsideDenim

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M+F Girbaud expands in China

08/07/2025
M+F Girbaud expands in China
In Asia, the label created by French design duo Marithé + François Girbaud, has been licensed to Misto Holdings, a Korean fashion brand management company. The group has big plans for Girbaud in China and has opened a first flagship in Shanghai (Xintiandi district) with three more stores planned in what the group describes as “high profile retail hubs” in top tier cities: IN77 (Hangzhou), Taikoo Li (Beijing) and IAPM Mall (Shanghai).

The Korean group also plans to expand the presence of its K-fashion brands – Matin Kim, RAIVE and Rest & Recreation – in China. 

Formerly known as Fila Holdings, the group changed its name and corporate identity this past April to Misto Holdings. A decision that better reflects the diversity of brands it manages, which cover fashion and lifestyle labels such as Marithe+François Girbaud and its K-fashion line-up, as well as sports brands Fila, Titleist and FootJoy in golf (part of Acushnet), and ski brand Kjus.

“By changing our name to Misto Holdings, we are opening up new possibilities for growth. We will explore opportunities for synergies among our subsidiaries and brands, moving beyond the limitations of a single brand to become a leading global fashion holding company,” commented CEO and president of Misto Holdings Geun-Chang (Kevin) Yoon.

Image of opening event at the new M+F Girbaud flagship Shanghai

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