German winter wear brand BOGNER and Chinese apparel company 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.
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 internationalisation 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.”
