Nobis Opens First Stores in China, Partners With Paris Saint-Germain on Collab

Jean E. Palmieri
·2 min read
  • Oops!
    Something went wrong.
    Please try again later.


Nobis is expanding its reach by opening stores in China.

The Canadian outerwear brand has partnered with Ellassay, a multibrand fashion group that owns the French designer brand Iro Paris as well as American label Ed Hardy, to open two freestanding stores in Beijing and Shanghai as well as a shop in Galeries Lafayette.

More from WWD

The first retail locations — in Beijing’s SKP, Galeries Lafayette and Shanghai’s Réel Mall — will offer Nobis’ core and new collections. According to a 2022 report by China Daily, the SKP Beijing department store earned recognition as the nation’s largest and most productive shopping center in 2021 with sales volume of 24.7 billion yuan, or $3.45 billion.

Robin Yates, vice president and cofounder of Nobis, said, “Nobis is ranked a top-three luxury outerwear brand in South Korea by sales volume, with 30 locations in top department stores and we’re eager to start that journey in China with our new partners at Ellassay.”

Kevin Au-Yeung, president and cofounder of Nobis, added: “Customers will experience the quality of Nobis icons styles like Aura and Yves firsthand, as well as fashion-forward additions like Dyna, Aspen and Isla styles. We welcome them to visit our stores and discover how we design with purpose in mind [and how] our midlayers, performance outerwear and technical accessories all work together to build a technical apparel wardrobe for today’s climates.”

At the same time, Nobis is teaming with Paris Saint-Germain, the Parisian soccer club, and Jay Chou, a popular Chinese singer and musician, on a collection called the Ace of Stade.

The collection includes a three-in-one jacket that draws its inspiration from magic and soccer and includes the Ace All-Terrain Urban Shell with adjustable sleeves, a vanishing phone pocket, backpack straps and a versatile chest pocket system, as well as a Stade Insulated Mid-layer.

Nobis Ace of Stade
The Ace of Stade jacket.

The collection will come in a special numbered, collectible, limited-edition disappearing illusion box with instructions to perform a magic illusion trick.

Fabien Allègre, chief brand officer for PSG, said, “We are very pleased to continue our collaboration with Jay Chou, the all-round artist and king of Mandopop, and proud of this ‘triptych’ collaboration with Nobis, an innovative clothing designer who offers pieces that are both technical and singular, with whom we had already collaborated in 2017.”

Only 800 limited-edition sets of the Ace of Stade will be available for presale, with deliveries beginning Friday. The Ace will retail for 999 euros, the Stade for 799 euros and the collector’s set for 1,999 euros. It will be sold on the Nobis website as well as its stores around the world and the PSG store in Toronto.

Best of WWD