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Bosideng Breaks Into Europe

Chinese brand to open a 6,292-square-foot flagship and headquarters on the corner of South Molton and Oxford streets in London.

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Special Issue
Men'sWeek issue 05/31/2012

LONDON — Chinese men’s wear brand Bosideng is breaking into the European market with the opening of a 6,292-square-foot flagship and headquarters on the corner of South Molton and Oxford streets here, WWD has learned.

This story first appeared in the May 31, 2012 issue of WWD.  Subscribe Today.

The store, which spans the first three floors, will open at the end of July, in time for the 2012 London Olympics. An announcement is expected later this week.

The store will stock a new, premium men’s wear collection of ready-to-wear and accessories designed by Nick Holland and Ash Gangotra and featuring the brand’s signature down-filled and quilted outerwear.

The collection will be manufactured in Italy, elsewhere in continental Europe and China and will feature fabrics from Biella, Italy, and Yorkshire, England. The company said the collection will feature a mix of tweeds and technical nylon, fur collars and leather-covered buttons.

Bosideng, which launched in 1992, is the flagship brand of Bosideng Holdings International, which is quoted on the Hong Kong Stock Exchange. The company has revenues of 680.7 million pounds, or $1.1 billion. Bosideng, China’s biggest feather down clothing brand by sales volume, is one of six men’s and women’s clothing labels owned by Bosideng Holdings International.

The holding company operates 8,000 retail outlets across China for all the brands, which include the Bosideng Ricci and Jessie women’s wear brands.

“Bosideng has achieved significant recognition and respect in China. Now we are expanding to establish Bosideng’s international brand presence,” said Gao Dekang, the company’s founder and owner.

“Following many years of work behind the scenes, we have chosen to launch in London, one of Europe’s most influential fashion hot spots, where we will showcase our expertise,” he added.

The shop fit has been done in collaboration with retail design firm Zebra. “The store’s design creates a clean-cut, masculine interior with the hint of a Chinese theme,” said Jason Denmark, Bosideng’s U.K. director of retail operations. “Combinations of stone, rustic and satin black timbers are set against specialist wall finishes.” Displays are made from a steel framework with a hand-finished bronze effect.

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