Vaude embarks on new China adventure
27/06/2013
Vaude said it plans to open between 30 and 50 new retail spaces in China in 2013.
The company has been working in China since 1991, when it agreed a contract for production of backpacks with a joint-venture partner. In early 2004, it started its own sales activities with a product range specifically adapted for the Chinese market. Two years ago, it signed an agreement with a new distribution partner, Kailas, whose headquarters are also in Guangzhou. In 2011, the two partners entered into an agreement on distribution, licensing and product development, to help Vaude adapt its range specifically for the Chinese market in terms of fit, style and colours.
“Outdoor recreation has become a popular pastime for the rapidly growing middle class in China,” Vaude said on announcing the new development. “In recent years, Chinese people have embraced sports and leisure activities such as walking, cycling and other outdoor endeavours. High-quality European brands are in hot demand.”
As part of its expansion in the region, a Vaude store has also opened in Lhasa, the capital of Tibet. The German company has described Lhasa as the “new outdoor metropolis par excellence”, with a mountaineering image akin to that of Kathmandu, Nepal.
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