Authentic Brands Group and Guess have partnered with Hangzhou-based Ruisi Haishang to oversee the local operations and development of GUESS in mainland China, Jiemian News has learned exclusively.

The partnership marks the first major move in the Chinese market since Authentic acquired a majority stake in GUESS' intellectual property rights earlier in 2026.

Ruisi Haishang, established in March 2026, is a joint venture between Hangzhou Quanshang Technology and Yinian Huasheng.

Quanshang Technology operates domestic fashion brands including Duibai and One Moment, while also introducing and managing international labels such as MMLG and Vera Wang in China.

Its partner, Yinian Huasheng, is a retail operator for brands including MLB, Hunter, Salomon and Mammut, reflecting growing overlap between fashion, sportswear and outdoor retail in China's consumer market.