US luxury lifestyle brand Hunting World has launched a full-scale expansion into the Chinese market with the opening of four stores in 2012 and ten stores in 2013.
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Tony Bratsanos will help drive Hunting World’s expansion |
Boutiques were opened in Xian and Hangzhou in October 2012, followed by the first Hunting World store in Beijing in December 2012 and another store in Shanghai a week later. The company plans to expand to 25 stores within five years and is targeting US$30 million in retail sales in the same period.
Hunting World’s entry into the competitive China market coincides with a sharp rise in the Chinese consumers’ interest in outdoor activities, the company said. Several other outdoor/lifestyle brands have begun to establish themselves in China, it added, creating a market niche that Chinese consumers recognise as a distinct fashion category.
The company believes that its history and its focus on lifestyle products gives it a competitive advantage in a category that has been forecast for even greater growth in the future.
In the early 1980s, Hunting World founder Robert M Lee began an expedition of the Silk Road that began in Kashgar City, China, documenting the various characters he encountered on his journey in his book China Safari. He now hopes that the Hunting World message will gain a following among the Chinese people.
Hunting World aims to use its foray into China to gain a foothold into the Greater China region, which includes Hong Kong, Taiwan and Macau. It is also looking to open stores in Southeast Asia, particularly in Singapore, where the luxury market has shown steady growth.
The Beijing, Xian and Hangzhou openings saw Hunting World’s signature Battue Surpass collection being highly received by consumers, the company said.
For more information, e-mail Tony Bratsanos at tbratsanos@biznetvigator.com.
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Hunting World plans to open up to 25 stores in China over the next five years |
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Hunting World’s signature Battue Surpass collection |
