Adhering to its philosophy of seamlessly blending fashion with business, LILY is redefining the wardrobe of the modern office lady. A trailblazer in young professional style, the fast-growing brand has become synonymous with empowerment for contemperary women balancing work and life. We sat down with CEO Chuan Chen to uncover the secrets behind LILY’s meteoric rise and its status as the go-to label for confident, professional women.
Describing LILY’s aesthetic demands a lexicon of power and poise: “strong, feminine, modern, and concise.” The brand’s designs strike a flawless equilibrium between contemporary fashion and business practicality, creating fresh, polished looks for the discerning woman. Drawing inspiration from modern art, surrealism, and even Byzantine artistry, LILY’s designers craft garments with clean silhouettes, daring hues, and innovative patterns that redefine workplace elegance.
Like brands worldwide, LILY felt the tremors of the COVID-19 pandemic, but resilience is woven into its DNA. “We foresee a recovering market,” explains Chen. “Beyond strengthening our domestic presence, we’re accelerating our international expansion.” From its first Shanghai store in 2000 to over 800 locations across China and abroad, LILY has grown with care—prioritizing quality over rapid proliferation. With flagship stores gracing locations from France to Saudi Arabia, the brand is building a truly global presence.
Chen’s approach to retail development mirrors the meticulous craftsmanship of LILY’s collections. The Chaoyang Joy City store in Beijing, for instance, opened in late 2020 and quickly surpassed expectations, generating RMB 10 million in sales. Meanwhile, the iconic East Nanjing Road flagship in Shanghai underwent a stunning transformation in 2020, becoming a beacon of innovation with annual sales soaring to RMB 40 million.
With plans to further its reach in Asia and beyond, LILY is strategic about its global ambitions. “Asia’s markets align well with our expertise, but for Europe, America, and others, we’re open to partnerships,” says Chen. This thoughtful expansion is underpinned by LILY’s mastery of supply chain integration, which allows the brand to stay agile and responsive to the ever-evolving tastes of its target audience.
Social media is another arena where LILY excels. Platforms like TikTok and Facebook are pivotal in engaging the brand’s core demographic: intelligent, urban women aged 25 to 35. “Our consumers are trendsetters,” Chen notes, underscoring the importance of digital innovation in connecting with these dynamic women.
So, what sets LILY apart? “It’s our unwavering commitment to originality and our dedication to making every woman’s workplace appearance an expressive statement,” says Chen. By focusing on environmental consciousness, quality craftsmanship, and affordability, LILY is democratizing fashion for today’s professional woman.
Looking ahead, the brand remains laser-focused on adapting to shifting consumer preferences in a post-pandemic world. “Generational and market changes bring both opportunity and risk,” Chen reflects. But with its clear vision and innovative spirit, LILY is poised to continue shaping the future of business fashion—one confident, stylish woman at a time.