THE MIDI signed a strategic cooperation agreement with Bangladesh to deeply explore the South Asian beauty and lifestyle market

Recently, THE MIDI (abbreviated as "Midi" in Chinese), a Chinese global IP fashion and beauty lifestyle collection brand, officially signed a strategic cooperation agreement with its local core partner in Bangladesh, marking the brand's official entry into the core market of South Asia. This marks another important step in its globalization strategy and aligns with the new trend of bilateral cooperation in the consumer sector under the backdrop of deepening comprehensive strategic cooperation between China and Bangladesh.

THE MIDI has been deeply cultivating the "aesthetics of creative living". After an upgrade in 2018, it has built a multi-category product matrix with over 3,000 SKUs. Relying on IP collaborations such as Star Bear, it has opened more than 800 stores worldwide, covering 22 countries and regions. It holds a leading position in fashion department store collections in the Middle East market and possesses mature global operation and localization adaptation capabilities. This time, it has set its sights on Bangladesh, precisely because of the potential of local economic growth and the rise of young consumer groups, as well as the solid foundation of cooperation in the field of China-Bangladesh trade and investment.

According to the agreement, both parties will focus on three major directions: deploying the first batch of flagship stores in top-tier business districts of core cities such as Dhaka and Chittagong, introducing products and IP series that suit local needs, and creating local culture co-branded items; leveraging the advantages of Bangladesh's leather and textile industries, collaborating with local high-quality suppliers to build a localized supply chain, and empowering local industrial upgrading; establishing online and offline integrated channels, integrating into local mainstream payment systems, and promoting digital marketing.

Representatives from both parties are eagerly anticipating the collaboration. Currently, the dedicated task force has moved forward with tasks such as store location selection and product selection. It is anticipated that the first store will open within the year, with a plan to open 50 stores in the next three years. This collaboration serves as a significant extension of THE MIDI's globalization efforts and also establishes a bridge for cultural and creative exchanges, as well as retail collaborations, between China and Bangladesh, injecting new vitality into bilateral economic and trade cooperation.