Misto Holdings pushes China growth via RR, RAIVE brand collabs

It will continue pursuing local partnerships and IP collaborations.

Misto Holdings said that two of its China-based brands, Rest&Recreation (RR) and RAIVE, are launching separate collaboration campaigns to strengthen local consumer engagement.

RR partnered with premium coffee chain MANNER Coffee on a campaign called "Rest With Manner," launching in July at flagship stores including Shanghai Xi'an Dream Centre and Suzhou MixC World.

The stores will be converted into coastal-themed spaces. Purchases come with limited-edition beach bags and towels, whilst MANNER Coffee released co-branded tumblers and a special-edition coffee package featuring the RR logo.

Meanwhile, RAIVE partnered with Sanrio's Hello Kitty on a capsule collection titled "Hello Kitty Rock Star," timed to China's "520" shopping holiday.

The collection debuted at major offline stores in mid-to-late May, targeting Gen Z female shoppers. RAIVE also released limited-edition shopping bags and cosmetic pouches tied to the campaign.

A company spokesperson said the company will continue pursuing local partnerships and IP collaborations to build consumer engagement and global competitiveness.