A retail store with the brands Juno, Hnoss and Westyle under Seedcom's fashion retail division - Photo: HUE ANH
"Hnoss is closing, not just a brand, but a journey of passion and youthful dreams. Are you sad? Yes... Closing a brainchild is never easy" - Ms. Co Hue Anh, founder of Hnoss, shared on her personal page.
Responding to a question from friends on social media: "Is Hnoss going to stop operating?", Ms. Hue Anh confirmed and said that she is preparing to close all of them. Tuoi Tre Online has contacted and is waiting for a response from Ms. Hue Anh.
Some friends and customers of Hnoss expressed their regret: "I once admired Hnoss and submitted my CV to apply for a fashion design job! A great recognition from customers for a Vietnamese brand"; "Goodbye Hnoss. I still have a beautiful dress at a reasonable price from the shop"...
In a previous post, she recalled important memories when Hnoss was her first dream, where her youthful days were wrapped up in each design, each collection, each sleepless night for new campaigns.
"I came back today, not to continue, but to say goodbye. The door will close, but the memories will last forever. Because every dream, whether short or long, has its own value" - Ms. Hue Anh shared when returning to a store in District 7, Ho Chi Minh City.
The founder of a Vietnamese fashion brand observed that Hnoss was once a "child" that Seedcom invested in systematically, from systems, technology to management team.
But a successful brand still needs to start from the core product, but this problem is not easy to solve for chain businesses.
Some opinions also say that closing to cut losses is a reasonable strategy when a business falls into a state of prolonged losses, easily leading to negative capital.
A source from Tuoi Tre Online said that Hnoss products have gradually been transferred to the Juno brand, a brand of the same parent company, in recent times.
Currently retail stores carry both brands, but products bearing the Hnoss name are almost gone.
"Hnoss branded products are almost gone. There are still some products if you buy them on e-commerce platforms because they have stopped production for Hnoss" - the source said.
Hnoss is a women's fashion brand, launched in 2008.
By 2015, the brand had about five retail stores and its main source of revenue came from distribution to wholesale channels.
Three years later, Seedcom, a company founded by Mr. Dinh Anh Huan, one of the five co-founders of Mobile World , invested in Hnoss.
Sharing with the media in 2019, Ms. Hue Anh said that Hnoss will develop in the direction of opening its own stores to control quality and service, aiming to have 50 stores by the end of the year.
According to its self-introduction, Seedcom Fashion Group (SFG) manages the fashion brands Juno, Hnoss and the new fashion store model Westyle, with 68 stores.
SFG is expected to become a leading fashion technology company, with the New Retail model (Juno, Hnoss), to personalized consulting services right at the shopping point at Westyle.
Seedcom invested in Juno, a brand known for its women's shoes and bags, in 2015, and three years later invested in Hnoss. In 2019, Seedcom invested in women's fashion brand Eva de Eva (now divested).
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