In 2003, Kanazu Daisuke, a textile family in Tokyo, Japan, took over one of his parents' friends for personal interest from Daisuke. Underwear The design room is named Lamiu. In addition to providing design for some brands, Jin Jin Daisuke and some of his designer friends have also customized underwear and related products for some models and artists, and gradually become popular in this small circle. In 2005, Dong Lu, a Goldman Sachs investment bank in Japan, met Kim Jin Daisuke and became a good friend. In 2007, Dong Lu and Jin Jin Daisuke discussed that they hoped to create a fashion communication and sales company in Tokyo, Japan. At that time, they did not have the successful experience of selling in China, and the introduction of other Japanese brands was facing great difficulties. At that time, Lamiu became the first choice. At the end of the year, the designer redesigned Lamiu's brand logo to LA MIU, which was accompanied by the logo of the peach heart symbol, retained the design style of angel and little devil, transformed into a consumer brand, sold in China, and sold OEM in Japan.
In early 2008, they raised initial start-up funds from the Japanese investor office. According to the requirements of investors, Unlimited Brands Ltd. has been registered overseas and a wholly-owned subsidiary in China: quality life (Beijing) Technology Co., Ltd., and has recruited employees to start LA MIU China's entrepreneurial journey. "Doing things well" is Dong Lu's dream from childhood. LA MIU introduces Japan's excellent fashion design, excellent quality management and excellent service concept to China, providing cost-effective products and providing consumers with real value. In July 2008, with the launch of www.lamiu.com's direct selling website, the sale of LA MIU in China officially began. With the rapid development of LA MIU, a total of $5 million in venture capital was acquired in the middle of 2009. Investors include the largest e-commerce companies in Japan, mobile retail companies, and securities companies. LA MIU has become the representative brand of underwear fast fashion, thanks to Japan's leading fashion design and the upgrading of its style beyond the first-line underwear brand in China. As of December 2009, nearly two thousand sales have been sold, and over 300 thousand members have purchased nearly two million products. LA MIU not only won the favor of its members, but also became the underwear brand of models and artistes. In 2009, more than 100 Chinese and Japanese models, movie stars and singers wore LA MIU products to frequent the major fashion media. The total number of LA MIU catalogues has exceeded 600 thousand copies. At present, the issue volume of each issue has exceeded that of some mainstream fashion magazines in China.
Nowadays, LA MIU has not only become one of the most famous brands in the field of communication, but also has been recognized by consumers. Beijing Xidan Jun Tai Department store as LA MIU China's first entity store, opened in April 2009, is now the first selling brand in fashion underwear area. In the future, LA MIU will gradually enter the high-end shopping malls in the first tier cities nationwide.
