On September 16th, the French men's underwear brand HOM opens its fourth shop in China. With the opening of a brand new store at Hong Kong's City Plaza, a gigantic luxury shopping mall based in the heart of the city, the brand born in Marseille in 1968, continues to conquer the Chinese market. For Chinese people, the opening of the Hong Kong City Plaza will be a new opportunity to discover the exceptional French touch of HOM products. Created by a team of fashion designers, and developed with a unique know-how, in L’Atelier HOM based in Marseille, the HOM products combine a unique style and exceptional quality. The top of the range character of the brand, makes it a real reference for Chinese men. If HOM products are recognized for their comfort and creativity, the Chinese are very keen on "suggestive" products. Thus, articles with transparent lightweight material, often inspired by women underwear, enjoying great success from Chinese consumers discovering every day the wealth of the French offer. "This new opening in Hong Kong is an extraordinary opportunity, says Régine WEIMAR, CEO of HOM, to highlight the know-how of a French brand in the Chinese market, to accelerate the development of a SMB from Marseille at an international level, and indirectly, to promote the region of Marseille toward a more and more traveling target." Distributed in more than 20 countries, the HOM brand is now an indispensable reference of underwear and swimwear's market for men.