New-generation retail brand Harmay released its latest fashion collaboration collection with Chinese fashion designer Masha Ma on Tuesday as part of the brand’s continuing expansion despite the COVID-19 pandemic.

The new fashion collection includes T-shirts, trousers and bags. The retail philosophy is focused on creating a beautiful life through sensuous experiences.

The brand emerged online in 2008. In recent years, it has started to open more brick-and-mortar stores while maintaining and expanding its online territory with an experiential shopping journey.

"Harmay was born in the golden age of China's cosmetics and beauty retail industry, and now we have grown and expanded to become a unique retail brand that pursues beauty and a beautiful life," said Jason Ju, Harmay HK co-founder and general manager, as well as a Harmay partner. "Bringing consumers a high-quality and innovative shopping experience and becoming a new benchmark for retail are goals we have been aiming for."

As a retailer of premium cosmetics and beauty products in China, the company offers a variety of well-known international cosmetics and skincare brands as well as self-developed personal skincare products, providing high-quality, contemporary makeup and cosmetics for consumers. Harmay sells exclusive brands, such as SG79|STHLM, Balmain Hair, Tangent GC, ICONIC London, Graine de Pastel, and many others.

According to the retailer, Harmay acts as an agent for more than 50 international brands and has more than 200 licensed brands in its portfolio. Besides the top brands, the company explores overseas niche brands that haven't entered the Chinese market.

In 2017, it opened its first brick-and-mortar store in Shanghai. Just last year, it opened stores in Hong Kong and Beijing. AIM Architecture, one of China’s leading award-winning architecture companies based in Shanghai, designed the interior of Harmay stores, featuring neat, orderly displays, clean lines, and wide and free spaces inspired by industrial warehouses, assembly lines, kitchens, and lockers. The design makes the stores look more peculiar, fashionable and international.

Harmay will open two new stores in Chengdu and Shanghai this year.

Facing the challenges brought by the sudden outbreak of the COVID-19 pandemic this year, Harmay maintained its stable customer flow and sales through its online and offline integrated operation model to resist risks, the company said. This proves that its solid e-commerce foundation and mature physical store development, as well as unique store design, diversified product selections, and customer-centric quality service, have won a large number of loyal followers.

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