Meters/bonwe
| Industry | Apparel |
|---|---|
| Founded | April 22, 1995 in Wenzhou, China |
| Founder | Zhou Chengjian |
| Headquarters | Shanghai , China |
Area served | China |
Key people | Zhou Chengjian (President) |
| Products | Casual apparel |
Number of employees | 5000+ (2007) |
Metersbonwe Group (), commonly known as Meters/bonwe, stands as a prominent Chinese brand specializing in casual apparel. Its inaugural retail outlet launched in Wenzhou on April 22, 1995. By the beginning of 2007, Metersbonwe had expanded to approximately 1,800 locations throughout China, employing more than 5,000 staff members. In 2006, the Group's retail revenue exceeded RMB 4 billion, positioning it as the foremost casualwear retailer within China. The brand primarily serves male and female customers aged between 18 and 25 years. Its official motto is "Be Different" (不走寻常路).
History
The company was established by President Zhou Chengjian, who initiated the business in the early 1990s by borrowing 200,000 yuan (US$24,691) to begin selling and customizing garments in Wenzhou. By 1992, Zhou had produced thousands of winter coats for other manufacturers, generating sufficient income to create his own label.
The enterprise experienced annual growth exceeding 30%, leveraging franchising strategies and a talented team comprising French and domestic designers. Emphasizing affordable pricing, it rapidly attracted a young, style-savvy clientele.
In 2003, Taiwanese celebrity Jay Chou became the face of the brand, significantly enhancing sales and contributing to Metersbonwe's recognition as China's top-selling casualwear brand in 2004, according to the China National Garments Association. By 2005, yearly sales approached roughly 3 billion yuan (US$370 million).
Towards the end of 2005, Metersbonwe inaugurated its Shanghai headquarters, which included a fashion museum showcasing historical and ethnic attire. Some exhibits were subsequently transferred to a new store on Nanjing Road, Shanghai, which opened in late 2007.
Environmental Practices
In July 2011, Metersbonwe appeared alongside leading fashion and sportswear companies such as Nike, Adidas, and Abercrombie & Fitch in Greenpeace's 'Dirty Laundry' report. The Group faced allegations of procuring materials from Chinese suppliers implicated in pollution within the Yangtze and Pearl River delta regions. Testing of samples from facilities operated by Youngor Group and Well Dyeing Factory Ltd. revealed the presence of harmful substances including alkylphenols and perfluorinated compounds linked to environmental damage.