Canadian high-end down jacket brand Nobis is opening its first flagship store in China at Chengdu Taikoo Li in August. Since partnering with Ellassay in May last year, Nobis has opened stores in Beijing and Shanghai and launched online stores on Tmall and JD.com. The brand plans to expand to over 10 stores by 2025, focusing on top commercial districts in major cities. Nobis, founded in 2007, aims to compete with established brands like Canada Goose and Moncler in the Chinese market.