Mulinsen
Chinese footwear brand
Last updated October 12, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Mulinsen (木林森) is a Chinese footwear and apparel brand founded in 1998 and headquartered in Shishi, Fujian. It is operated by Mulinsen Group, an integrated enterprise combining design, production and sales. The brand's name derives from the Chinese saying "one tree reaches the sky, two trees make a grove, three trees make a forest," symbolizing growth from a single sapling into a vast forest. Mulinsen's main product categories include casual shoes, leather goods, apparel, children's wear, underwear, home textiles and furniture. It holds trademark intellectual property across 45 major classes. Mulinsen positions itself as a leader in China's casual footwear segment. Since 2006 it has received honors including "China Well-Known Trademark" and "China Leather Shoe King," and has repeatedly been recognized for quality and integrity. In 2022 the brand underwent a strategic upgrade around the concept of "comfort, nature, quality," aiming to bring nature into daily life and serve millions of families. In 2024 the brand was valued at 7.378 billion yuan and named to the China Top 500 Brands; in 2025 it received the China Brand Festival Golden Spectrum Award as a leader in China's casual shoe industry. The brand's slogan is "Comfortable Senlife Home" (舒适森活家), reflecting a lifestyle spanning leisure, outdoor and home scenarios. Mulinsen operates specialty stores and a franchise network, and has engaged in marketing activities such as airport advertising at Jinjiang International Airport, fashion shows at Shishi International Fashion Week, and new product order fairs. It also maintains a brand IP with mascots and characters to connect with consumers.
History
Mulinsen was founded in 1998 in Shishi, Fujian, a city known for its textile and apparel industry. The brand name comes from the Chinese phrase "one tree reaches the sky, two trees make a grove, three trees make a forest," reflecting an ethos of unity and upward growth. From its base in Shishi, the brand expanded across China and began to look toward international markets. Over more than two decades, Mulinsen developed into an integrated enterprise covering design, production and sales, with a portfolio spanning casual shoes, leather goods, apparel, children's wear, underwear, home textiles and furniture. It built a reputation as a leading casual footwear brand in China. Since 2006, it has received honors including "China Well-Known Trademark" and "China Leather Shoe King," and has been repeatedly recognized as a quality and integrity benchmark at the national level. In 2022, Mulinsen undertook a strategic upgrade, adopting a brand ecology strategy centered on "comfort, nature, quality." The brand committed to bringing nature into life and providing ecological services to millions of families. This shift emphasized continuous innovation in products and services and a commitment to improving consumers' quality of life. In 2024, the brand was valued at 7.378 billion yuan and named to the China Top 500 Brands. In 2025, it received the China Brand Festival Golden Spectrum Award as a leader in China's casual shoe industry. In recent years, Mulinsen has increased its marketing and brand-building activities, including a large-scale image advertisement at Jinjiang International Airport, a cloud fashion show with Siduantang, an outdoor apparel collection show at Shishi International Fashion Week, and new product order fairs. The brand also maintains a brand IP with characters and mascots to engage consumers and reinforce its lifestyle positioning.
- 2026
Held 2026 Autumn New Product Order Fair (May 8-10) and showed outdoor apparel collection at Shishi International Fashion Week (April 19).
- 2025
Received China Brand Festival Golden Spectrum Award as leader in China's casual shoe industry.
- 2024
Brand valued at 7.378 billion yuan and named to China Top 500 Brands.
- 2022
Brand strategic upgrade around 'comfort, nature, quality' and brand ecology strategy.
- 2006
Began receiving honors including 'China Well-Known Trademark' and 'China Leather Shoe King'.
- 1998
Mulinsen brand founded in Shishi, Fujian.
Products and positioning
Casual shoes
Core product category; the brand is positioned as a leader in China's casual footwear industry.
Leather goods
Includes leather bags and accessories, part of the brand's ecological product portfolio.
Apparel
Clothing lines including outdoor series, showcased at fashion events.
Children's wear
Children's clothing and products, linked to IPW KIDS children's fashion brand.
Underwear
Underwear category within the brand's diversified offerings.
Home textiles
Home textile products extending the brand into home living scenarios.
Furniture
Furniture category, part of the brand's ecological lifestyle portfolio.
Controversies
Recent events
木林森 and Shenzhen Yuanxin agree on MiniLED cooperation[6]
Reported:
木林森’s wholly owned subsidiary, Ji'an Mulinsen Industrial, entered into a cooperation agreement with Shenzhen Yuanxin to work on MiniLED backlight and display-module R&D and production, and to produce and promote Mini direct-display and backlight products.
M林森 and Nanchang Silicon-based Semiconductor Technology sign strategic cooperation agreement[7]
Reported:
木林森 and Nanchang Silicon-based Semiconductor Technology signed a strategic cooperation agreement to jointly promote the industrialization of silicon-based yellow LED technology.
- Unconfirmed
Mulinsen and Zhishan Semiconductor sign project cooperation agreement[8]
Reported:
Mulinsen, Zhishan Semiconductor (China) and Zhishan Semiconductor Technology (Shenzhen) signed an agreement to cooperate in the deep-ultraviolet semiconductor sterilization and disinfection industry. Mulinsen agreed to invest RMB 36.9 million for a 30% stake in the project company after the capital increase.
Sources8 sources
Cite this profile: Cite the canonical profile. /brand-wiki/mulinsen · Editorial policy · How profiles are compiled