23 July 2026
As the Chinese handbag label expands its omnichannel presence, supply chain director Yang Lidan explains why closer supplier relationships, distinctive materials and upstream sustainability are becoming central to its strategy.
Kunogigi is no longer a niche label waiting to be discovered.
Founded in Hangzhou, the brand has emerged as one of the most recognisable names in China’s designer handbag market, building momentum through distinctive original designs, accessible pricing and a strong emphasis on leather quality. From saddle and baguette bags to miniature vanity cases, compact box bags, knitted styles and woven totes, Kunogigi has developed a steady stream of commercially successful products that have gained visibility across social media, celebrity wardrobes and China’s younger fashion consumers.
Chinese celebrities including Zhao Lusi, Zheng Naixin, Curley G and Li Xirui have been seen carrying Kunogigi designs. Yet the brand’s appeal extends beyond celebrity exposure. Its strength lies in translating visually distinctive ideas into bags that remain wearable and relevant to everyday life.
Minimalism and playfulness, practicality and individuality coexist within its product language. By 2023, Kunogigi had already been identified by Chinese fashion media as one of the homegrown designer handbag brands gaining significant momentum in the domestic market.
That visibility is now translating into a broader commercial footprint. Over the past two years, Kunogigi has evolved from a digitally driven designer label into an omnichannel retail business with more than 30 physical stores across China.
The question facing the company is no longer how to attract attention, but how to build the product development and supply chain infrastructure needed to sustain its growth.
During a visit to APLF, Kunogigi supply chain director Yang Lidan discussed how the in-demand Chinese handbag brand is reassessing its sourcing strategy—and why distinctive materials, deeper supplier partnerships and upstream sustainability will be critical to its next stage of growth.
How would you describe Kunogigi’s business today?
Our main product category remains women’s handbags, and our primary market is domestic China.
Over the past two years, however, Kunogigi has developed into an omnichannel brand. We now have more than 30 physical stores in addition to our online business.
Operating across both online and offline channels has created new requirements for our entire supply chain. The scale is different, the operating model is more complex and we need a supply system that can respond more effectively to the needs of the business.
How is the company adapting its supply chain to support that growth?
We are preparing to make strategic adjustments across our supplier network between 2026 and 2027.
At the moment, we are integrating the entire product value chain. As the brand grows, we need to look at sourcing, materials, suppliers and production as a connected system rather than as separate activities.
The objective is to create a supply chain that can support our expansion while maintaining the product characteristics and quality standards associated with Kunogigi.
How does Kunogigi currently source leather?
We mainly use two sourcing approaches.
The first is to work with trading companies to consolidate the sourcing of distinctive leather materials. Trading companies can give us access to a broader selection of materials and help us identify products with particular colours, finishes or characteristics.
The second approach is to work directly with competitive leather manufacturers. When a tannery has a clear advantage in a particular product category, direct sourcing allows us to build a closer relationship and develop a deeper understanding of its capabilities.
Both approaches are important. The appropriate model depends on the material, the product requirements and the strengths of the individual supplier.
What does Kunogigi look for in a leather supplier?
Material quality is important, but it is no longer the only consideration.
We are looking for suppliers that can support our product development, respond to the requirements of an omnichannel business and demonstrate strong capabilities in their specialist categories.
A supplier also needs to understand that materials are part of the brand’s product language. We are not simply purchasing leather as a commodity. We need materials that can contribute to the design, positioning and commercial potential of the finished product.
How does sustainability influence supplier selection?
Building a complete sustainability system is not only about deciding which type of leather to purchase.
It also depends on whether the suppliers we work with can translate environmental principles into real technologies, production processes and measurable capabilities.
For that reason, we will give priority to suppliers that can demonstrate both environmental awareness and the technical ability to implement it. Our aim is to manage quality and sustainability further upstream, rather than attempting to address these issues only after the material has entered our supply chain.
Controlling the process from the source gives us a stronger foundation for developing a more responsible and consistent product system.
Kunogigi’s visit to APLF reflects a broader strategic effort to strengthen and refine its supply chain as the brand prepares for its next phase of growth. Through prior communication with the organizers and targeted on-site arrangements, the team engaged directly with a curated selection of suppliers, gaining clearer insights into material innovation, production capabilities and potential areas for collaboration.
The exhibition provided a valuable platform for evaluating suppliers beyond catalogues and samples, allowing for more in-depth discussions around technical requirements and long-term partnership potential. These face-to-face interactions have helped Kunogigi build a more comprehensive understanding of the current market landscape and identify partners that align with its evolving needs.
As the brand continues to integrate sustainability, material development and supplier collaboration into a more cohesive system, industry platforms such as APLF play an important role in facilitating meaningful connections and informed decision-making.
