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V+ (vjia.com), a new e-commerce platform for clothing, was launched on May 18 at 11:00 PM after a year of quiet preparation. Founded by Chen Nian, the CEO of VANCL (Wanke Eslite), this new venture marks a fresh step in the online fashion industry. The project has reportedly received over $50 million in joint investment from several agencies.
As an independent brand from VANCL, V+ aims to cater to fashion-conscious consumers, especially the post-85s generation. "We want to create an online version of Sanlitun Village and Xidan Joy City, offering Chinese internet users more stylish choices," said the team behind the platform.
The site has already partnered with major brands such as Nike, Adidas, Lee, G-Star, Mark Wah Fei, Izzue, Kappa, New Balance, and Aimeng. These brands are offering up to a 30% discount on their products. More than 60 brands have signed up so far, and several international names are also considering joining, pending the performance of V+.
VANCL will continue to focus on its core brand identity, aiming to become China’s most cost-effective fashion brand. Vjia.com will leverage the experience of its veteran team in the apparel e-commerce sector, integrating both domestic and international fashion labels to build what they call the "American fashion industry."
This is the third company founded by Chen Nian, following his ventures in Internet and VANCL. It also marks his second foray into the online clothing market.
According to insiders, one of the main motivations for launching V+ was the growing demand from VANCL users who wanted access to more traditional offline brands through the platform. After extensive user research and small-scale testing, the decision was made to invest in V+.
The company emphasizes that all products sold on Vjia.com are genuine and priced lower than traditional retail channels. Additionally, new product releases will be listed simultaneously across all platforms, ensuring transparency and fairness for customers.