Greenbox + Disney tie up for children’s clothing lines

Greenbox, China’s leading children’s clothing brand and e-commerce platform, and Disney Consumer Products announced that they have formed an agreement that integrates Disney’s most popular brands into Greenbox’s children’s clothing lines.

According to the agreement, starting today, Chinese consumers can visit the Greenbox website and purchase Disney-inspired children’s clothing branded with the characters of three classic Disney franchises including Mickey Mouse, Winnie the Pooh and the Princess brands. The clothing lines, which are designed by Greenbox, will also be sold through third party channels including Taobao, China’s top online marketplace.

The announcement was made at a special ceremony during the Disney, Greenbox“My Style of Princess”awards final at the Shanghai Golden Villa Hotel.

“Greenbox is honored to collaborate with Disney to offer our customers the chance to experience the most popular Disney brands with Greenbox designed apparel,”said Wu Fangfang, CEO of Greenbox.“This new agreement with Disney validates our unique brand position and tremendous growth potential and we look forward to working with Disney on future products and clothing lines.”

Backed by two rounds of financing totaling $18.8 million (120 million RMB) from international venture capital firm DCM and private equity firm Trustbridge Partners, Greenbox is the fastest growing online children’s clothing brand in China. In just three years the company has achieved rapid growth in a newly competitive market with sales increasing four times year over year. In addition, according to sales data published by Taobao, Greenbox’s in-house brands Miss de Mode, M.I.L Boy and Jenny Bear are the top three selling brands on Taobao in terms of revenues.

Disney chose to license its brands with Greenbox due to its strong brand position, unique clothing designs and attention to quality, as well as Greenbox’s ability to reach the rapidly growing children’s clothing market in China.

The children's clothing market in China reached $13.3 billion (85 billion RMB) in 2010, and is growing by 17 to 20 percent year over year according iResearch, a leading Internet research company in China. By 2015 it is estimated the industry will exceed $23.4 billion (150 billion RMB).

Established in March of 2006, Greenbox is China’s leading online children’s clothing brand whose business involves the design, development, production and sales of children’s clothing. Greenbox’s in-house brands include Miss de Mode, M.I.L Boy and Jenny Bear. To date Greenbox has received more than $18.8 million (120 million RMB) in financing from international venture capital firm DCM and private equity firm Trustbridge Partners.