EICHITOO, founded in 2010, is a fashion forward collection that is geared toward fashion and casual wear with design, purchase and sales segments tightly linked. It has 274 stores in China by the end of the first half-year of 2015.

EICHITOO has two product lines: City Life and City Office. They are stylish yet reserved, with streamlined design that pays great attention to details. EICHITOO leads fashion trends without fully departing from tradition; these are some of the reasons why EICHITOO has won hearts and minds of modern women.

As a national franchise, EICHITOO sticks to stringent rules in opening new retail stores: "Good stores come from good locations". It is highly selective in both the location of street-front stores and stores-within-a-store.

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