Sequential Brands Group Inc. has forged a multiyear agreement with Beiying Sports Technology Co. Ltd., a leading Chinese sports manufacturer and distributor, to bring the Avia brand to Greater China.
Under the new agreement, Beiying will work closely with Avia to develop and distribute a line of women’s, men’s and kids’ footwear, apparel and accessories. The new collection will launch later this year across all retail channels. Beiying also plans to open Avia stores, including flagships in key metropolitan Chinese cities over the next several years.
“Avia continues to attract consumers nationwide as one of the leading active lifestyle brands known for its pioneering technology and stylish designs. I’m excited to build on the rand’s strong momentum in the U.S. and introduce it to the Chinse market — an important market with a growing sports industry,” said Eddie Esses, president of Sequential’s active division. “Together, with our new partner, the Avia brand has the opportunity to become a major active lifestyle brnd throughout China.”
Jinzhang Lin, managing director of Beiying, said about Avia, “With a rich heritage since 1979, the brand resonates extremely well with the Chinese consumer.”
Symphony Investment Partners assisted Sequential in the transaction.
Avia, founded in 1979, came to prominence based on its cantilever sole and its stylish design for athletic footwear, activewear and accessories.