Nîmes, a beautiful city located along the Rhône River in southern France, is the birthplace of blue denim. In 1848, Levi Strauss, an American entrepreneur, introduced this iconic fabric to the United States, and thus the brand Levi’s was born. The term "denim" actually comes from the French "de Nîmes," referring to the city where the fabric originated.
In 1968, a Frenchman named Ficher Mendès, who had once been a sailor, established a garment factory in Nîmes that specialized in producing workwear. The company used a lion and an iron anchor as its emblem, symbolizing strength and tradition. In 1985, the brand LAND VAN JEANS was officially launched.
In 1989, under the leadership of French designer François Lambert, the brand redesigned its logo, adopting a new English version that has remained in use ever since. Lambert's design reflected a European aesthetic—simple, elegant, and focused on style. As the brand grew, it gained popularity among young people in France, becoming a symbol of casual, rugged fashion.
As the 21st century began, the brand noticed the immense purchasing power of the Chinese market and saw it as a new opportunity. In 2001, before retiring, Mr. François Langberger developed a plan to enter China. He redesigned the logo to better suit local tastes, including a lion and a steering wheel, along with a new English logo. The brand was registered in France in 2004.
Francois Lang Bell aimed to bring the brand to Chinese consumers who loved cowboy culture. In early 2005, LAND VAN JEANS established a research center in Guangzhou, Guangdong, to study consumer behavior and preferences. Local Chinese colleagues worked alongside French envoys to classify the market based on regional trends, creating tailored marketing strategies and product structures for different areas. This effort helped position LAND VAN JEANS as a leading force in the Chinese cowboy fashion industry.
By 2006, the brand officially began its long-term expansion into the Chinese market.
**Franchise Details:**
- **Capital:** A single-store franchise requires a deposit of 10,000 yuan (contract expiration).
- **Initial Purchase:** Minimum order of 5 million yuan. For spring/summer distribution, the price is 1,500 yuan per square meter; for autumn/winter, it’s 1,800 yuan per square meter.
**Store Requirements:**
- Must be located in a high-traffic shopping mall or commercial street.
- Store size should be at least 50 square meters for street stores and 40 square meters for mall locations, depending on the business district.
- Must follow the unified brand image, including custom corporate identity, shelf designs, and store decoration.
**Return Policy:**
- Goods can be returned within one month, up to 15% of the total value, provided sales records are updated.
- Products with quality issues can be fully refunded.
**Franchise Support:**
- Free nationwide complimentary gift support.
- Free store design and decoration plans.
- Free operation manuals, product catalogs, and brand brochures.
- Free packaging supplies for shopping.
- Free training for store management systems.
- Four promotional campaigns per year.
- Professional market supervision visits to assist with display and sales guidance.
- Free main shelves and store decoration options.
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