Nîmes, a charming city located along the Rhône River in southern France, is known as the birthplace of blue denim. In 1848, Levi Strauss, an American entrepreneur of German descent, brought blue-dyed fabric to the United States, which eventually led to the creation of the iconic Levi’s brand. The term "denim" actually comes from the French "de Nîmes," and "jeans" is derived from the city itself.
In 1968, a Frenchman named Ficher Mendès, who had previously worked as a seaman, established a garment factory in Nîmes focused on producing workwear. The brand adopted a logo featuring a lion and an iron anchor, symbolizing strength and maritime heritage. In 1985, the brand was rebranded as LAND VAN JEANS, and in 1989, under the leadership of French designer François Lambert, the logo was redesigned into the now-familiar English version that is still used today.
François Lambert’s design reflected a European aesthetic—simple yet elegant, with a focus on quality and style. As LAND VAN JEANS gained popularity across Europe, especially among young people in France, it began looking for new markets. By the early 2000s, the brand recognized the immense potential of the Chinese market, driven by its growing consumer base and strong purchasing power.
Before retiring, Mr. François Langberger developed a comprehensive plan to enter China. He redesigned the logo to better suit local tastes, incorporating elements like a lion and a steering wheel, while also introducing a new English logo. The brand was officially registered in France in 2004.
To better understand the Chinese market, LAND VAN JEANS established a research center in Guangzhou in early 2005. Local teams worked alongside French envoys to classify the market based on regional differences, allowing for tailored marketing strategies and product lines. This approach helped position LAND VAN JEANS as a major player in the Chinese cowboy fashion industry.
By 2006, the brand officially launched its expansion into China, marking the beginning of a long-term journey in the Asian market.
**Franchise Details:**
- **Capital:** A single-store franchise requires a deposit of 10,000 yuan (contract expires after a certain period).
- **Initial Purchase:** Minimum order of 5 million yuan. Spring/summer distribution at 1,500 yuan per square meter, autumn/winter at 1,800 yuan per square meter.
- **Store Location:** Must be located in a high-traffic area such as a shopping mall or commercial street.
- **Store Size:** Minimum 50 square meters for street stores, 40 square meters for mall locations, depending on the business district.
- **Design Standards:** All stores must follow the unified brand image, including corporate identity, shelf displays, and store decoration.
- **Return Policy:** Within one month, up to 15% of total goods can be returned. Sales records can be adjusted, and products with quality issues can be fully refunded.
- **Franchise Support:** Free nationwide gift support, store design, operation manuals, product catalogs, and brand brochures. Free packaging, salesperson training, four promotional campaigns per year, professional market supervision, and free main shelves and decoration options.
LAND VAN JEANS continues to grow and evolve, bringing its unique blend of European style and American spirit to consumers around the world.
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