Butong Group (HKG:6090) launched an initial public offering in Hong Kong on Monday, seeking to raise as much as HK$781.8 million from the deal.

The BeBeBus brand designer and seller is offering up to 10,980,900 shares expected to be priced in a range from HK$62.01 to HK$71.20, according to an early morning filing with the Hong Kong Stock Exchange on Monday.

The shares are expected to be priced Sept. 19, with the allocation results to be disclosed Sept. 22, ahead of the company's trading debut on the bourse on Sept. 23.

Butong attracted Cithara Fund, Shanghai Tongyi and HTCI and Great Praise as cornerstone investors, who agreed to subscribe to $15 million of the shares on offer.

Net proceeds from the offering, expected at HK$661.7 million, will be used for the enhancement of the company's production capabilities, expanding its presence overseas and sales network, for branding activities, for R&D of new products and for working capital and general corporate purposes.

CITIC Securities (Hong Kong) and Haitong International Capital are the joint sponsors, overall coordinators, joint global coordinators, joint bookrunners and joint lead managers of the share sale. Futu Securities International is an overall coordinator, joint global coordinator, joint bookrunner and joint lead manager.

SPDB International Capital, Huatai Financial Holdings (Hong Kong), Livermore Holdings and Patrons Securities also act as joint bookrunners and joint lead managers.