In an unexpected twist, the trademark of Hans Christian Andersen, Denmark's "father of modern fairy tales," has been registered by a Wenzhou native. According to officials from Andersen Children's Products Co., Ltd., the children's clothing brand entered the Chinese market and had nearly 200 franchise stores across the country within two years. Some stores reportedly generated up to 20,000 yuan in daily sales, with customers drawn to the Danish brand's image.
However, recent rumors suggest that the company is facing serious difficulties. Reports have surfaced about shareholders splitting up and goods being moved out of stores. The Wenzhou-based marketing center, located at Huameng Business Center, has now closed. As of last night, reporters were still unable to reach the general manager, Chen Songru, via his mobile phone.
According to an executive at the company, stores in Yueqing no longer receive shipments from the franchise. Shareholders have separated, and goods stored in Wenzhou warehouses have been taken by creditors. All franchise stores' inventory is supplied by a general agent in Nanjing. When asked, corporate representative Chen Guopeng claimed he was not involved in operations and did not have detailed information on internal matters or contact details of other shareholders. He only mentioned that there are about four major shareholders, with the real decision-maker being General Manager Chen Songru.
Staff at the Huarong Business Center said that the Andersen office had recently relocated, leaving the first-floor lobby without a signboard. Employees reported that the company is currently not operating. Creditors stated that they have been unable to contact Chen Songru for several months. A furniture supplier mentioned that they started chasing payments at the end of last year but had no success, feeling helpless.
In June this year, a creditor showed a loan document signed and sealed by Chen Songru, in which the "Andersen" brand was pledged as collateral. The creditor now plans to either transfer the trademark or find a financially stable partner to manage the brand. Industry insiders speculate that the company may be seeking new partnerships, but internal conflicts have hindered progress.
A local garment industry executive revealed that as early as the end of last year, the company was already experiencing operational challenges. Chen Songru attempted to turn things around by personally reaching out to potential partners. Although initial discussions were promising, the deal fell through due to disagreements among shareholders. Another director of a children’s wear company also confirmed that Chen Songru had approached him for collaboration.
An internal staff member shared that the company underwent a major restructuring at the end of last year. Chen Songru hired an experienced management team and reorganized retail channels. In April, the company held a large-scale order fair. However, after July 22, the official website stopped updating. Recently, Chen Songru called the staff, saying that pending issues would be resolved upon his return.
It is reported that the Danish prince recently participated in the “Dancing Dream of Danish Fairy Tales†creative activities in Beijing. During the event, Chen Songru hosted an investment promotion session, possibly signaling a plan to revive the “Hans Christian Andersen†brand.
Industry friends describe Chen Songru as a passionate and visionary individual who genuinely cares about the brand and wants to build it seriously. It is known that Andersen children's clothing entered the domestic market in 2007 with a high starting point. The company rented a building in Shanghai and set up a design center. Despite being a virtual enterprise, it established its own industrial park in Yueqing and placed its marketing center in the heart of Wenzhou. The brand focused on using elements from Andersen's fairy tales in its marketing and product development.
However, insiders believe that the high expectations and initial investments led to financial strain. Costs such as hiring over ten designers in Shanghai were significant. In April last year alone, the company spent at least 1.5 million yuan on product development and sponsoring the “Little Match Girl†concert tour. The expectation was that successful investments would recoup costs, but poor results caught the company off guard.
Additionally, internal management issues and shareholder disagreements have limited the company’s growth. With large capital investments and inadequate management, the company found itself in a difficult position.
Despite the current crisis, the brand remains attractive. Last October, during a press chat with Chen Songru, he expressed excitement about the brand and the efforts he had made to register it under the Danish name. At a dinner in Shanghai, someone joked about the idea, and after a few drinks, Chen took the suggestion seriously. Upon returning to Denmark, he acted on it, even though the process was not smooth. Today, he still takes pride in the fact that a Wenzhou native registered the trademark in the hometown of Hans Christian Andersen.
Currently, many employees, suppliers, franchisees, and creditors are waiting for news about Chen Songru. One creditor, who received the trademark as collateral, admitted he doesn’t understand the clothing business but hopes Chen will contact him to recover the money. When calling the Andersen Children's Wear hotline, calls are often transferred to someone who picks up. According to the operator, the number receives many inquiries daily, sometimes one or two days pass before a call is returned. The customer information is well-documented, and if the brand is revived, it could be a valuable resource.
Will Andersen Children's Clothing regroup? Many are watching closely.
Sorona Biofleece Filling,Premium Sorona Foam,Corn Fiber Imitation Silk Cotton,Dupont Sorona Biofleece Filling
USHARE INDUSTRIAL (DONGGUAN)CO.,LTD , http://www.usharedg.com