Business registration records identify Guangzhou Nishang E-commerce Technology Co., Ltd. as being established on 14 August 2008, with Luo Yun listed as the legal representative.1

Founding and early development

Roey s house traces its origins to 2008, when founder Luo Yun and her husband established Guangzhou Nishang and launched the brand. Luo did not originally possess a formal fashion design background; she had studied medicine before transitioning to the apparel industry due to her interest in clothing design.1

The brand’s emergence coincided with the rapid expansion of China’s internet retail sector. Rather than pursuing conventional department store distribution, Roey s house focused on online fashion retail. Historical accounts indicate the company shifted its primary focus to online sales in October 2008, entering Taobao Mall with a flagship store.1 This digital-first approach became a defining characteristic of the business.

Growth as an online fashion brand

In its formative years, Roey s house targeted consumers seeking polished, feminine apparel at accessible price points. By 2009, the brand had reportedly become one of the stronger women’s apparel sellers on Taobao Mall.3 Over time, the product range expanded from basic women’s clothing into a comprehensive wardrobe system encompassing dresses, blouses, shirts, blazers, coats, skirts, trousers, knitwear, jackets, two-piece sets, workwear and accessories. Current marketplace listings continue to reflect this broad assortment of coordinated outfits and individual garments.

Luo Yun serves as the founder and principal figure of Roey s house. Public profiles describe her as the CEO of Guangzhou Nishang and the key driver of the brand’s creative and strategic direction. Her personal narrative is integral to the brand’s identity, which presents itself as a vehicle for contemporary femininity rather than merely a clothing retailer.

According to media coverage associated with the programme Innovation Road, Luo has pursued further education in fashion and design overseas, incorporating international concepts into the brand’s aesthetic. Her stated long-term ambition is for Roey s house to become an enduring Chinese fashion brand capable of representing the lifestyle of urban women for generations.

“Her Power”

A central tenet of Roey s house is the concept of “她力量”, typically translated as “her power” or “women’s power”. This philosophy portrays the modern woman as independent, confident, elegant, ambitious, self-directed, professionally capable and emotionally resilient. The brand seeks to synthesise femininity and professionalism through its clothing, positing that women can derive confidence and composure from their attire to pursue personal goals.

This ethos was notably highlighted in a 2021 campaign that characterised the ideal modern urban woman through themes of confidence, independence, elegance and forward momentum.4

Roey s house is positioned within the sphere of elegant contemporary women’s fashion rather than experimental avant-garde design. Key design pillars include:

Tailoring

The brand emphasises structured silhouettes and body-conscious cuts. Blazers, dresses and workwear are frequently constructed with attention to the waist and shoulders to achieve a polished appearance.

Feminine elegance

Distinct from streetwear or casual aesthetics, Roey s house incorporates draping, waist definition, V-necklines, pleats, flared skirts, tailored jackets, soft fabrics and feminine detailing.

Professional fashion

Office and commuter wear constitute a significant portion of the brand’s identity. Marketing materials explicitly target professional women, describing the clothing as balancing a polished appearance with everyday practicality.5

Minimalism

The aesthetic favours clean silhouettes over excessive ornamentation. Fashion media descriptions have characterised the designs as restrained, prioritising cut quality and overall elegance over complex design elements.

Roey s house primarily targets adult women in urban environments who require attire suitable for both professional and social contexts. The core demographic is the modern urban professional woman. The intended wardrobe spans multiple daily scenarios, including office work, commuting, meetings, social occasions, dinners and events. Consequently, the catalogue includes both structured professional pieces, such as blazers and shirts, and more feminine dresses and skirts.

The Roey s house product line is categorised into blouses, blazers, coats, dresses, dress sets, jeans and sweaters.

Dresses

Dresses represent one of the brand’s most prominent categories. Styles featured on the official website include tailored dresses, waist-cinched silhouettes, Hepburn-inspired designs, plaid dresses, little black dresses, sleeveless office dresses, flared styles and formal gowns.6

Blazers

Blazers are a major component of the collection, available in tailored, cropped, tweed and structured variations. Common colours include navy, black, grey, white and red, reinforcing the brand’s association with sophisticated professional dressing.

Blouses and shirts

The brand offers an extensive selection of women’s shirts, including satin, V-neck, striped, office, fitted and relaxed commuter styles.7

Skirts

The skirt range encompasses both formal and everyday options, featuring pencil, flared and midi-length silhouettes.

Coats and outerwear

Outerwear offerings range from tailored coats to tweed and other structured jackets.

Knitwear

The brand retails sweaters and knitwear, including items marketed as cashmere or cashmere-blend pieces.

The aesthetic of Roey s house is best characterised as elegant Chinese contemporary women’s workwear with a feminine emphasis. Its visual language combines officewear, feminine tailoring, contemporary Chinese fashion and accessible luxury, distinguishing it from streetwear, sportswear or avant-garde fashion. Common visual characteristics include fitted silhouettes, defined waistlines, tailored shoulders, midi lengths, neutral and jewel tones, satin-like fabrics, tweed, plaid, structured coats, feminine necklines and sophisticated prints. These attributes cater to customers seeking a polished, fashionable appearance without experimental extremes.

Roey s house is distinguished by its digital-first history, having built its customer base during China’s e-commerce expansion via platforms such as Taobao and Tmall. Current listings show the brand maintaining a presence on major platforms including JD.com, where its flagship store offers a full range of apparel.3 This trajectory exemplifies a generation of Chinese fashion companies that developed recognisable brands without initial reliance on nationwide physical boutique chains.

The mark ROEY S HOUSE has been registered as a trademark in the United States. Records indicate the application was filed on 9 January 2019 and registered on 19 November 2019 under Guangzhou Nishang E-commerce Technology Co., Ltd., covering clothing-related goods in International Class 25. While this registration demonstrates intent to protect the brand name outside China, it does not independently establish the scale of commercial operations in the US market.

Additionally, the brand operates an English-language website presenting Roey s house as a professional women’s fashion label with pricing in US dollars.

Chinese brand directories generally classify Roey s house as a mid-range women’s fashion brand, although its international-facing website employs premium presentation standards and lists certain items at prices exceeding typical mass-market fast fashion.

Roey s house is associated with Guangzhou Nishang E-commerce Technology Co., Ltd. (广州倪裳电子商务科技有限公司). Public records list the company as based in Guangzhou with Luo Yun as the legal representative. Stated business activities include clothing manufacturing, wholesale and retail, fashion design, marketing, supply-chain management and software/e-commerce operations. This scope indicates the entity functions beyond a simple fashion label, encompassing design, production, technology and logistics.

Independent evidence regarding product quality exists in public regulatory records. In a 2020 Guangzhou government clothing-quality inspection, two Roey s house garments—a ruffled-collar shirt and a women’s OL shirt—were included in the official sampling programme and reported as “not found to be unqualified”. This finding applies only to the specific sampled items and does not constitute a blanket guarantee for all products. Anecdotal consumer discussions regarding quality and after-sales experiences also exist online but are distinct from formal regulatory findings.

Within the Chinese online fashion landscape, Roey s house has cultivated an identity linked to the “都市女性” (urban woman). Its appeal lies less in creating radical trends and more in addressing the practical need for professional yet feminine and elegant attire. This positioning allows the brand to occupy a niche between inexpensive fast fashion and high-end designer labels. Media profiles have noted the brand’s substantial online following and its efforts to maintain direct customer relationships through digital communities.8

The brand appears under several variations:

• Roey s house
• ROEY’S HOUSE
• ROEY S HOUSE
• ROEYSHOUSE
• 罗衣
• 罗衣女装

“ROEYSHOUSE” is prevalent in contemporary online listings and on the official website, while 罗衣 serves as the Chinese brand name. The US trademark record officially registers the mark as “ROEY S HOUSE” without an apostrophe.

The stated long-term ambition of Roey s house extends beyond online retail. Founder Luo Yun has articulated a goal of building a multigenerational brand that represents the lifestyle and identity of Chinese urban women. The current English-language website suggests a strategic shift towards an international premium-fashion presentation, utilising professional photography, elevated terminology and collections centred on tailored office clothing.

This evolution reflects a trajectory from a domestic online clothing business in 2008 to an established e-commerce brand in the 2010s, followed by a strengthened focus on professional identity in the 2020s, and currently moving towards internationally presented premium workwear and lifestyle fashion.

Roey s house (ROEYSHOUSE / 罗衣) is a Guangzhou-based Chinese women’s fashion brand founded in 2008 by Luo Yun and her husband through Guangzhou Nishang E-commerce Technology Co., Ltd. Emerging during China’s e-commerce boom, the company built its business primarily through online retail. Its clothing focuses on elegant, feminine and sophisticated styles for modern urban women, particularly professionals. Core products include dresses, blouses, blazers, skirts, coats, knitwear and coordinated outfits. The brand’s identity is closely tied to the concept of “她力量” (“her power”), promoting confidence, independence and feminine strength. Over time, Roey s house has evolved from a domestic online label into a brand with international aspirations, evidenced by its English-language website and US trademark registration.

1. roeyshouse罗衣品牌资料介绍_roeyshouse罗衣女装怎么样 – 品牌之家
2. Roeyshouse简介-罗衣女装-十大品牌网CNPP
3. ROEYS HOUSE
4. roeyshouse服饰旗舰店 – 京东
5. 传递她力量，罗衣ROEYSHOUSE2021主题广告发布！ – 中国日报网
6. ROEY S HOUSE Trademark of Guangzhou Nishang eCommerce Technology Co., Ltd. – Registration Number 5912556 – Serial Number 88254577 :: Justia Trademarks
7. 「ROEYSHOUSE品牌」ROEYSHOUSE是哪个国家的品牌-什么档次，怎么样-排行榜123网
8. ‎Roey’s House (feat. Crap Ring) – Song by Big Onion – Apple Music