Mai Son Joint Stock Company

Mai Son is the leading retailer of international branded fashion items. After obtaining the license from Mango, the Company opened its first outlet in 2004. Since then, the Company has been able to establish a strong presence in the mid-high end fashion retail market with 6 outlets by late Q1/2008, offering fashion enthusiasts with Mango, Façonnable, Nike/Nike Golf, and Charles & Keith.

Mai Son was founded by a couple with extensive international exposure and strong passion for fashion themselves. Together, they gathered a dynamic team with solid expertise in retail, marketing and customer service, including several expatriates from the Philippines and England. The team has been able to more than triple the firm’s revenue in 2 years since start-up.

Mekong Enterprise Fund II has committed to invest $5 million dollars in the company in March 2008.

Products

Mai Son operates mainly in the mid-high end segments with stores located in Ho Chi Minh City and Hanoi. Each store is set in a single-brand format designed by the brand’s headquarter. This helps maintain a consistently high standard among the stores world-wide and be able to offer a wider range of items for customer selection.

The company started off with Mango, a Spanish brand offering stylish and fashionable women clothing and accessories. After the success of Mango, the Company penetrated the sports segment with products from Nike and Nike Golf. In 2007, Mai Son was able to bring two more brands into Vietnam, including Façonnable – a luxury French smartwear brand for successful business people; and Charles & Keith – a mid-high range brand of women’s shoes and accessories.

Do not rest on its success, Mai Son has been active in approaching international fashion houses in an attempt to bring more world-class brands to Vietnamese fashion lovers. The Company expects to operate 26 outlets by 2010 with 8 brands in its portfolio.

Marketing and Customer Service

A key driver of Mai Son’s success lies in its ability to market and promote the brands portfolio. The marketing team has been able to increase the awareness of the brands in the market through several activities. These include billboard installation, advertisements and advertorials, notification to customers of new arrivals and promotions, events and fashion shows for new collection and shop opening, etc. Especially, shop location has been strategically sought out to strengthen brand image.

Another focus of Mai Son is its customer service. All sales staffs are trained with the same standards applied to flight attendants. The company even employs foreign managers in some of its stores to make sure the service standards remain high and consistent. To customers, Mai Son offers not only a great shopping location but also a memorable shopping experience with convenience and comfort.