Cosmo Lady (Urban Lady) is a leading mass-market intimate apparel brand in China with an extensive retail footprint of over 4,500 stores across more than 330 cities. Listed on the Hong Kong Stock Exchange (stock code: 02298.HK), the company operates a fully integrated business model spanning R&D, manufacturing, and omnichannel retail, delivering more than 120 million pieces annually. In 2025, the company launched its "Hundred Cities, Thousand Stores" expansion initiative and appointed Guan Yifei as brand ambassador, driving renewed brand momentum and strong market recovery.
Core Business
Cosmo Lady serves as a comprehensive intimate apparel provider covering all major categories. As the core business, women's intimate wear includes a full range of bras featuring wireless, soft-pad, push-up, and soft-support collections under the brand's professional positioning strategy for 2025, along with panties spanning seamless, pure cotton, and period-proof styles. The company also operates men's underwear through its Cosmo Esquire sub-brand, offering boxer briefs and men's vests. In functional categories, the company produces shapewear, body-slimming garments, and a strong thermal underwear line for winter. The Pure Cotton sub-brand targets mid-to-high-end homewear including pajamas, loungewear sets, and robes, while the hosiery business covers athletic socks, invisible socks, and thermal winter styles.
Global Presence
Headquartered in Dongguan, Guangdong Province, the company operates primarily across mainland China with a workforce of approximately 3,530 employees. The retail network spans 4,500 stores nationwide, supported by an industry-leading intelligent logistics center capable of processing over 500,000 pieces daily for rapid nationwide replenishment. While the core market remains China, the company has established distribution touchpoints in Southeast Asia and overseas markets across 330 cities internationally. The company maintains a vertically integrated supply chain with over 500 long-term supplier partners and manages an annual production and sales capacity exceeding 120 million pieces of intimate apparel.
Key Strengths
Cosmo Lady differentiates itself through a vertically integrated supply chain from design to retail, supported by more than 561 patents accumulated over its operational history. The company has demonstrated exceptional digital growth, with e-commerce GMV increasing 243% year-over-year in the first half of 2025, achieving 1.6 billion RMB in sales across platforms including Douyin and Xiaohongshu. A key strategic shift in 2025 involves the transition to a consignment model for franchise partners, balancing inventory risk with channel vitality, while the instant retail business grew approximately 40% through Meituan and Ele.me integrations.
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