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Lukesh 鸶 groundbreaking launch of "five new" men's underwear boutique
In 1998, the founder of 1998 Group established China's first men's underwear store, marking the beginning of a new era in the men's undergarment industry. The following year, Mr. Li Zhiguang, the brand's visionary leader, launched China's first professional men's underwear brand—LOOKSEE (Lu Ke E), setting the stage for innovation and excellence in the sector.
By 2000, LOOKSEE had introduced a chain model that would become a market monopoly, laying a solid foundation for its future growth. In 2004, the brand made a significant impact by hosting the "First Men's Underwear Show" in Guangzhou, which stunned the fashion world and elevated the profile of men's undergarments in China.
In 2009, LOOKSEE took another step forward by releasing the "Chinese Men's Underwear Standard Manual," a document that became widely adopted within the industry. On November 26, 2009, the brand opened its first "Five New Class" men's underwear boutique in Guangzhou, showcasing a new approach to retail and customer experience.
Looking back at LOOKSEE's development history, it's clear that the brand has played a central role in shaping the Chinese men's underwear industry. Committed to innovation and standardization, LOOKSEE has not only set industry benchmarks but also helped elevate the entire market. Mr. Li Zhiguang, the founder, has been recognized as "the pioneer of China's men's underwear industry." Every breakthrough and improvement from the brand has contributed to the progress of the sector.
The "Five New Class" concept introduced by LOOKSEE includes a fresh store design, an innovative shopping experience, personalized styling services, advanced booking systems, and a unique shopping guide program. In these modern boutiques, customers enjoy a comprehensive service that goes beyond simple shopping—offering tech-driven solutions, expert fashion advice, customized orders, and exclusive member events. It's no longer just about buying underwear; it's about experiencing a lifestyle.
In recent years, under the leadership of LOOKSEE, the men's underwear industry in China has seen rapid growth and fierce competition. However, the challenge now lies in achieving sustainable development rather than short-term success. Through initiatives like establishing industry standards and promoting brand awareness, Lukeshun International Group aims to provide a reference model for retailers and agents, driving the healthy evolution of the men's underwear market.
Since opening its first men's lingerie store in China Plaza ten years ago, LOOKSEE has continued to innovate. The launch of the "Five New Class" boutique marks a new chapter in the brand's journey, aiming to reshape the business model of men's underwear retail in China. With a focus on quality, service, and customer experience, LOOKSEE is paving the way for a more professional and dynamic future in the industry.