Dangdang Begins Branded Clothing Line

Chinese e-commerce firm Dangdang.com is unveiling its own clothing line.

According to general manager of Beijing Topnew Group, apparel supplier for Dangdang.com, the company has been designing and making apparel products under Dangdang.com's own brand, and the products will be officially launched in April 2012.

The apparel products will reportedly maintain the Dangdang brand. For example, its children's clothing will take the brand of "Dangdang Kids". The first batch of the Dangdang-branded products will include children's clothing and basic style products for adults; and about 70 to 80 styles are available.

Li Guoqing, chief executive officer of Dangdang.com, previously said that the B2C e-commerce website will develop own-branded apparel, textile, and household products in 2012. For apparel, the product range will cover underwear, shirts, sweaters, pants, and jackets.

Li also revealed that Dangdang.com's own-branded apparel will follow the same targeted brand demographics as Gap and Uniqlo.