(Yicai Global) Aug. 17-- Heilan Home Co. [SHA: 600398] announced on Aug. 14 that its wholly-owned company, Jiangyin Heilan Home Investment Co. plans to invest in UR China and purchase 10 percent equity by self- funding of USD14.99 million (CNY100 million).

Main business of UR China is fashion with brand of URBAN REVIVO. UR targets the fast fashion field, and pushes high cost-effective products satisfying the local demand of urban white-collar workers aged 20-40.

A fashion industry player, UR China​'s UR is stylish and features great variety, quick fashion and high cost performance, and is influential among its targeted customer groups, Heilan Home said. The company wishes to promote its development strategy of building a fashion industry ecosphere and brand operating platform by investing in UR China when its main business maintains stable development.

Under the impact of e-commerce, the sales growth of the fashion retailing industry has slowed recently, but Heilan Home is bucking the trend and increasing the number of its outlets, and upgrading its brand. Heilan Home realized net profits of CNY1 billion (USD150 million) in the first quarter, an annual increase of 5 percent.

The investment will be one part of Heilan Home's brand upgrading. The company wishes to share domestic and foreign sources such as design, channel and supply chain of both parties by investing in UR China and further improve its market share, it said.