Alvanon expands into Japan with new partnership

Friday, 11 November 2011
Apparel fit expert, Alvanon, has signed an exclusive distribution agreement with Kiiya, Japan’s leading fit form supplier, to distribute Alvanon’s patented soft memory foam AlvaForm technical mannequins to Japanese fashion brands and retailers.
Under the terms of the partnership agreement Kiiya will also have access to Alvanon’s global 3D human shape database, the largest in the world, enabling it to supply geographically targeted morphological data to Japanese apparel companies wanting to export into the US, Europe and China. Additionally, Kiiya is working with Alvanon to develop a soft form version of Kiiya’s popular Japanese bodies, this will allow Japanese fashion companies to use a soft skin-like product while they design and fit for a Japanese consumer. Theses fit forms will be duel branded ‘Kiiya by Alvanon’.
The deal will also give Alvanon instant presence in the lucrative Japanese market and is the latest step in its drive to expand its international business. The company recently launched a new European standard AlvaForm range to help international brands make ‘better fitting’ clothes for consumers across the UK and Europe.
Jeff Cheung, general manager, Alvanon Asia explained: “We are delighted and honoured to be working with Kiiya. Japan has distinct language and cultural differences and Kiiya’s experience and local reputation will help us to quickly establish a successful business presence in the region. In turn we will work closely with Kiiya to supply and apply the very latest technical mannequin innovations and consumer shape research to its brand and retail customers operating in Japan and the global arena.”
Kiiya tested the Japanese market response to the soft AlvaForms at the recent Japan Fashion Week’s International Fashion Fair. Kazuo Hamada, president, Kiiya explained: “Japanese customers saw the soft skin-like fit forms as innovative and interesting. We will offer our brand and retail customers the soft forms alongside our successful hard forms. We anticipate that Alvanon’s soft forms will be a popular choice and will have a significant impact on the way clothes are designed and fitted in Japan.”
Alvanon will manufacture the Japanese fit forms at its wholly owned 50,000sq ft production and distribution facility in Dongguan, China.