Bestseller and National Geographic home in on China
South Korean sports and outdoor brand National Geographic Apparel (National Geographic), operated by Seoul-based Nature Holdings, has partnered Danish fashion group Bestseller in a bid to advance into the mainland Chinese market.
According to local media, Bestseller currently operates more than 7,000 stores in China and therefore has a large distribution network, ranking within the top five fashion companies in the country.
It is also actively developing its presence on local social platform WeChat and Alibaba’s Tmall, a business-to-consumer e-commerce space.
Disney, the brand licence holder, approves of the tie-up, Korean sources said.
After signing a joint memorandum of understanding, National Geographic revealed plans to enter China via e-retail and pop-up shops during the latter half of this year. The brand will be responsible for supplying both product and marketing content, whereas Bestseller will operate the logistics behind its online business presence.
The establishment of a joint venture is reportedly planned for next year, in which Nature Holdings will take a majority stake.
A spokesperson for the brand commented on the rationale behind the move: “China’s sportswear market has grown at an average annual rate of about 15% over the past five years. The size of this market will further expand thanks to the central government’s policy to encourage increased participation in leisure and sporting activities.”
Image: National Geographic Apparel.
