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Heilan Home Group Co., Ltd. - HLA

HLA

Heilan Home Group Co., Ltd. (SSE: 600398.SH) is a leading apparel and lifestyle retail group in China. Starting from “The Men's Wardrobe,” it has successfully built a multi-brand portfolio covering all categories for men, women, and children, professional customization, and home living. Its core business model relies on an extensive omnichannel network of over 2,000 stores nationwide, with precise market coverage achieved through brands like “HLA,” “OVV,” “YeeHoO,” and “SANCANAL.” The group achieved operating revenue of RMB 15.599 billion in the first three quarters of 2025, with its main brand maintaining the top market share in men's wear for years. The company is actively transforming from a “National Men's Wear Brand” into “The Wardrobe for the Whole Family” and expanding internationally, standing as the highest-valued listed apparel company on the A-share market.

Strengths:HLA's core strengths are its nationwide, deeply penetrated network of over 2,000 offline stores, which forms an unrivaled channel barrier and brand exposure; concurrently, its matrix operation capability of “master brand + segmented brands” successfully covers diverse markets from mass men's wear to premium infant & children's wear and professional customization, creating significant synergies.

Weaknesses:HLA's main weaknesses stem from the overall slowdown in the domestic mass apparel market, where its vast offline network faces growth bottlenecks and challenges in improving operational efficiency; simultaneously, its master brand image requires continuous rejuvenation to attract the new generation of consumers, and while its international business has commenced, its revenue contribution and brand influence remain very limited.

Business Nature

Brand Operations + Supply Chain Integration: • Main Brand HLA: Asset-light operations with a primary focus on OEM Original Equipment Manufacturing production • Professional Wear Brand Shengkano: Vertically integrated production with owned manufacturing facilities • Core competencies lie in brand management, channel development, and supply chain integration

Core Business Areas

Corporate Workwear — Core Business — • Shengkano Professional Wear: Provides executive suits, uniform shirts, custom polo shirts, and embroidered work pants for banks, financial institutions, and enterprise clients, positioning as a domestic leader in this sector. • HLA Group Customization: Offers basic corporate polo shirts, t-shirts, and similar items. • Group Uniforms — • School Uniforms: Provides uniform solutions for primary and secondary schools. • Security Uniforms: Supplies unified uniforms for property management and security companies. • Event Apparel — • Corporate Team-Building T-Shirts: Undertakes bulk custom apparel orders for team activities across various enterprises. • Small Batch Customization — • Offers small batch customization services for polo shirts and t-shirts through online platforms and physical stores, catering to the needs of small enterprises and social organizations. ✅ Classification Codes: 13.1, 13.2, 13.3, 13.5 Note: HLA does not engage in — or only minimally participates in — the highly specialized protective apparel sector 13.6. Its customization business is primarily concentrated in the business, government, and basic professional wear markets.

Industry Rankings

4Company Rankings in the Custom & Group Apparel Industry

Brand

8Brand Rankings in the Group Clothing Brands Industry

Brand

Corporate Report

Heilan Home Group Co., Ltd. (HLA), headquartered in Wuxi, Jiangsu Province, China, stands as the country's largest apparel retail group and the leading men's clothing brand. Listed on the Shanghai Stock Exchange (stock code: 600398.SH), the company operates a vertically integrated business model encompassing brand development, product design, supply chain management, and retail operations. With its flagship brand "HLA" and multiple sub-brands including OVV, Black Whale, and YeeHoO, the group has successfully evolved from the "Men's Wardrobe" into a comprehensive "Family Wardrobe" covering men's, women's, children's, and sports apparel. The company is preparing for a dual listing ("A+H") with Hong Kong as a potential future market.

Financial Performance and Retail Network

For the first three quarters of fiscal year 2025, Heilan Home reported revenue of 15.599 billion RMB, representing a 2.23% year-over-year increase. The main HLA brand contributed 10.849 billion RMB, while online channels generated 3.093 billion RMB and the B2B/custom business reached 1.882 billion RMB with a robust 28.75% growth rate. As of September 2025, the group operated 7,241 stores nationwide, including 2,220 direct-operated stores (30.66% of total), spanning all 31 Chinese provinces and over 80% of counties. This extensive retail network, combined with the company's industry-leading 5% market share in men's apparel for 11 consecutive years, positions HLA as the largest apparel company by market capitalization on China's A-share market.

Brand Portfolio and Strategic Positioning

The group's multi-brand strategy enables it to capture diverse consumer segments across the apparel market. While men's clothing remains the core business, Heilan Home has strategically expanded into custom and corporate apparel through its "HLA Group Purchase" division, partnered with international brands like Adidas FCC and HEAD for sports apparel, and developed premium offerings through brands like YeeHoO for children's wear and OVV for women's fashion. The company operates the "Heilan Cloud Clothing Laboratory" for fabric R&D and smart manufacturing, investing 157 million RMB in R&D during Q3 2025 alone. Internationally, the group has expanded into Australia, Malaysia, Thailand, Vietnam, Singapore, Philippines, Maldives, and Kenya, opening its first Australian store in Sydney in the second half of 2025.

VerityRank Score

VerityRank Score of 80/100

VerityRank Score

80/ 100

Based on market presence, financial scale, operational capacity, and brand strength.

Quick Facts

Headquarters

Jiangyin, Wuxi, Jiangsu, China

Founded

1997

Employees

60K+

Listing

SSE: Listed

Data Sources & Methodology

This corporate profile is compiled from publicly available sources including company annual reports, SEC/regulatory filings, official press releases, and verified third-party industry databases. Financial figures reflect the most recent fiscal year disclosures and are cross-validated across multiple independent references.

VerityRank Score is calculated using a proprietary multi-dimensional model evaluating market presence, financial strength, operational scale, innovation capacity, and brand influence. Individual dimension scores are normalized against industry peers and updated quarterly.

Disclaimer: This profile is for informational purposes only. VerityRank makes no warranties regarding completeness or timeliness. This content does not constitute investment advice or endorsement.

Key references: SSE：600398

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