Chinese womenswear brand Maxrieny has invested in a new Product Lifecycle Management (PLM) solution to help drive future growth.

The brand is owned by CC Universe and was co-founded by Kevin and Sara Wong who transformed their family-owned apparel manufacturing operations into Shenzhen CloudCreator Fashion Design Co (CC Universe). It targets fans of medieval castle themes and fantasy elements, and in just five years reached sales of around US$1bn.

Maxrieny has selected Centric Software's Centric Fashion PLM solution.

"After launching a business intelligence (BI) reporting system last year for product development, we found that the basic data within the database was still not perfect, and many reports still needed to be created manually, so there was a gap between our original expectations of the BI system and what this system could actually do," explains CEO Kevin Wong. "We realised that our high-tech fashion enterprise had to be built on a strong foundation of digitalisation.

"An intelligent and fully digitalised fashion company would not take shape without complete product data that includes information from R&D and design stages, as well as production and sales."

Wong adds the PLM project is helping CC Universe build core systems by establishing standardised business processes, complete data management systems, and effective collaboration among supply chains to "greatly improve the efficiency of our team."