Bosideng, one of China's largest fashion retailers, has opened a new store on South Moulton street in London to support a more upmarket positioning. Below, a view of clothing on display for the
grand opening.
Bosideng is also negotiating to create boutiques in fashionable London
department stores and may start an online store for UK shoppers later in 2013. The target market for its retail strategy: tourists, students and expats from
China who visit or live in London.
With
10,000 stores and millions of brand fans in its home country, Bosideng is well known for selling down-filled clothing (some
450 million jackets every year). Its London styles will offer an "
east meets west" look, according to Bosideng's top UK exec.
The London store is a
long-term project, with millions of pounds of investment and an opportunity to
research retail trends outside China before the company expands into Western Europe, North America and possibly beyond.
Will Bosideng's retailing expertise, manufacturing prowess and financial strength translate to success in London?
