Retail in Asia


BOGNER ramps up China expansion plans with Bosideng

German winterwear brand BOGNER and Chinese apparel Bosideng have signed a joint venture that will see BOGNER and FIRE+ICE establish an extensive digital presence and open about 80 stores over the next five years in the Greater China Area.

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BOGNER is currently represented in luxury malls such as Plaza 66 in Shanghai as well as SKP and WF Central in Beijing.

With the joint venture, BOGNER is seizing the full potential of the fast-growing luxury market in the Greater China Area. BOGNER expects the number of fashion and winter sports enthusiasts to grow at an above-average rate, further driven by the 2022 Winter Olympic Games in Beijing. BOGNER addresses both target groups equally with its Athluxury Sports Fashion under the brands BOGNER and FIRE+ICE.

Heinz Hackl, Co-CEO of BOGNER and responsible for Sales, Design, Marketing and Licensing, explains, “This step is a milestone in our global growth path and contributes perfectly to our internationalization strategy. Our goal at BOGNER is to become an established player in the Athluxury Sports Fashion sector in the Greater China Area, creating a new dimension to the combination of fashion and sports. We are pleased to have Bosideng as a strong partner with great market expertise at our side to seize the potential of the region with us.”

Gao Dekang, Chairman and CEO of Bosideng says, “As a down apparel brand with 45-year history, Bosideng has longstanding connections through sponsorship in winter sports. In the Beijing 2022 Winter Olympic Games with approximately 300 million additional people participating in winter sports, we see a great opportunity, which we are seizing in cooperating with BOGNER to enter China’s winter sports and luxury fashion market. We believe that the cooperation with BOGNER will provide the strong momentum for Bosideng’s medium-to-long term development. With our passion for winter sports apparel, we are definitely able to bring unique wearing experiences for Chinese customers.”

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The deal was strategically finalised ahead of the Winter Olympic Games that will take place from 4th to 20th February 2022. BOGNER is a long-time outfitter of Germany’s Olympians and is expected to sponsor the team once again in Beijing.