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Tran Hong Hanh
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Rabity is Vietnam’s leading kids' fashion brand, transformed from a small family tailoring business into a 40+ store nationwide retail chain. It is the only Vietnamese kidswear brand to collaborate with global names like Disney and ELLE, bridging the gap between world-class manufacturing and the lack of strong local brands. Rabity offers trusted, joyful fashion for modern families and has expanded to Cambodia—marking its first step toward global growth. It’s a bold example of how local brands can rise, inspire, and lead.
Rabity is more than a brand—it’s a platform that empowers local talent, inspires pride, and proves that homegrown businesses can rise, lead, and go global.
In 2015, after gaining experience at PwC and Nestlé Vietnam, I made a bold decision: to return to my family’s apparel business and transform it into a national brand. What motivated me was a gap I noticed in the market—Vietnam, despite being a global leader in apparel manufacturing, lacked strong local kids' fashion brands that parents could trust. Most of my peers relied on international names, even though I knew we had the capability to produce clothing of equal or better quality right here at home.
That realization sparked the birth of Rabity. My goal was to bridge the gap between world-class production and the absence of domestic brands. I started by establishing our retail presence in the Southern market, then introduced a completely new brand identity. From a small 30 m² shop, Rabity has grown into Vietnam’s leading kids' fashion chain with over 40 stores nationwide. In 2021, we took our first step toward global expansion by launching a franchised store in Cambodia.
Today, Rabity operates in both Vietnam and Cambodia and continues to pursue the dream of becoming a globally recognized kids' fashion brand from Southeast Asia. Our products are available not only in Rabity-branded stores but also through major retailers such as Big C, Lotte, and Aeon, making us more accessible to families across the country. To better serve modern parents, Rabity has also expanded beyond clothing into children’s footwear, backpacks, handbags, and accessories, aiming to be a one-stop destination for kids' daily essentials.
One of our proudest milestones was launching international co-branded collections with Disney, ELLE, and Warner Bros. In the attached photo, you’ll see our Mickey Go Vietnam campaign, where we brought Disney’s iconic character onto the traditional ao dai—a first in Vietnamese fashion. These collaborations marked not only commercial achievements but also symbolized Rabity’s vision to bring Vietnamese creativity, culture, and talent to the global stage. Rabity is more than a brand—it’s a platform that empowers local talent, inspires pride, and proves that homegrown businesses can rise, lead, and go global.