Japanese outdoor sports brand Descente has chosen Nanjing’s high-end Deji Plaza shopping mall as the launch pad for its roll-out of physical childrenswear locations.

Designed for those who shop for youngsters aged seven to 14 years old in mind, the opening underscores Toshima-based Descente’s faith in the premium-priced outdoor kidswear category’s continued growth trajectory, Chinese media said. The business has appointed 12-year-old local skier Zhou Yizhu to front the accompanying promotional campaign.

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