BEHOO (B&H) was established in 2013 and is located in Prato, Italy. We are a high-quality apparel company specializing in the production of elegant evening gowns and dresses, dedicated to providing Italian handmade fashion with exceptional quality and design to the global market.

BEHOO specializes in creating elegant evening gowns and dresses. Our products are known for their superior craftsmanship, combining traditional Italian handcrafting techniques with modern design to offer stylish and high-quality apparel.

BEHOO’s products are unique due to our commitment to quality and design. Each garment is meticulously crafted by experienced tailors in Italy, ensuring a perfect blend of traditional craftsmanship and contemporary fashion. Additionally, our flexible pricing strategy makes high-quality Italian handmade apparel accessible to a broader audience.

BEHOO was founded by Jieheng Yu, who grew up in Italy immersed in the family’s fashion industry. Jieheng developed a passion for tailoring and design from an early age, influenced by their mother, a skilled tailor. Jieheng holds a degree in fashion design and a graduate degree in luxury brand management, with extensive experience in the luxury and e-commerce sectors. In 2024, Jieheng spearheaded BEHOO’s digital transformation to expand online sales and make Italian handmade apparel more accessible globally.

BEHOO upholds the following core values:

• Craftsmanship and Quality: We use high-standard materials and superior handcrafting to create each unique garment.
• Customer-Centric Approach: Customer needs drive us, and we strive to provide a personalized fashion experience for every client.
• Heritage and Innovation: We preserve traditional tailoring techniques while continuously innovating to meet contemporary fashion trends.

BEHOO aims to become synonymous with high-quality Italian handmade apparel worldwide. Our future plans include expanding our online presence through e-commerce platforms and social media to reach more consumers globally. We are actively diversifying our markets beyond Europe to Asia and North America, seeking partnerships with local collaborators. Additionally, we plan to broaden our product lines to cater to diverse consumer needs, enriching our brand’s product offerings and enhancing our global influence.