森 (forest) + 马 (horse). The English name 'Semir' is a coined Latinate-sounding word; the Chinese is phono-semantic suggestion — a horse galloping through a forest.
Founded 1996 in Wenzhou, Zhejiang. Mass-market casualwear chain aimed at teens and young adults. Also owns Balabala (巴拉巴拉), one of China's largest children's-clothing brands.
