Lenovo is really trying hard to brand itself as an innovative smartphone maker. The Lenovo Vibe X2 with unique layered design was a step in the right direction and now the company is planning on offering Moto Maker like customization through its upcoming brand ‘Fancy Maker’.

Led by vice-president Chen Xudong, this new smartphone brand from Lenovo will retail only on online stores to compete against manufacturers like OnePlus and Xiaomi.

Lenovo recently acquired Motorola from Google to become the third largest smartphone retailer in the entire world. Post merger, Lenovo will definitely benefit from Motorola’s Moto Maker experience.

Through Moto Maker, Motorola allows its users to choose from different back covers, front color (black and white), add signature, ask for custom cases, etc.

“As an international corporation, Lenovo enjoys experienced management, while the new company will be run under a more flexible management. The hardest part about making a new brand is making a good supply chain. Our new subsidiary can make use of all the great resources that Lenovo has at its disposal.”

Initially, fancy maker will focus on China, and later on, you can expect this to seep in other Lenovo strong holds including India. We don’t expect the same kind of customization offers for popular Lenovo and Motorola phones anytime soon.

Lenovo’s new online brand is expected to launch in April next year. There are still several months left and many more leaks and teasers will give a clearer picture as the time approaches.