With ongoing international economic trials and tribulations, areas of the outdoor industry are still booming. People just love the outdoors!
Berghaus in China
Berghaus, for one, announced the opening of 200 or more stores across China making a giant leap into the Chinese outdoor industry.
The FT.com states:
The company has identified Asia as a key territory in becoming one of the world’s top five outdoor brands. Over the next five years it plans to open a total of 400 stores across the continent.
The company has signed an exclusive licensee agreement with Chinese company Symphony Resources Ltd, a subsidiary of Symphony Holdings Ltd, which will see 200 stores developed, starting in autumn 2009. the expansion plans are consistent with retailers wishing to expand into the growing Asian markets.
Richard Cotter, Berghaus’ Brand President states:
As Berghaus continues its development into one of the world’s top five outdoor brands, Asia will be a key territory.
China’s the Ideal Market
Having spent some time in China myself whilst traveling around Asia, I can see how it naturally appeals to Berghaus. The Chinese economy is feeling more prosperous than ever and there is a widely recognised trend to adopt Western brands and technology.
My time on the Tibetan Plateux left me with an impression that The North Face was probably the most readily available brand (in that area of China at least), as it was sold in almost all mountain and climbing shops, whilst other brands seemed to be unknown low value brands. Although, the Chinese market is a certainly big market so I’m certain it can accommodate several quality outdoor brands.
The diversity of the terrain and weather lends itself to an industry that would readily appreciate good quality gear and Berghaus can certainly provide that, so let’s wish them all the best.
Berghaus as a global brand? What are your thoughts?
