Bosideng seeks to boost overseas presence

After ruling the roost at home, China's largest down- clothing brand, Bosideng, is increasing its international presence, and if its flagship store in the UK is a success plans to open in other European countries.

Located in South Molton Street, central London, near prestigious retail haunts, the 35 million pound ($56 million) new store offers Bosideng's trademark down-padded jackets alongside limited collections of woollen blazers and dark suits, with a price range in line with European brands like Hugo Boss.

Gao Dekang, its chairman and founder, says experience is crucial to the brand's internationalization.

"If you don't take the first step, you'll never venture into foreign markets, and you won't know what the world is all about. Of course, one can obtain information about foreign markets, but information is not experience, and only experience leads to understanding," Gao told China Daily in London.

Popularly known as an affordable brand in China specializing in down apparel, Bosideng's UK collection is scrambling for a share of the luxury market, with design completed in the UK and material sourced predominantly from Europe.

"I think it is impossible to succeed in foreign markets if we just sell the same products as we do in China. We will adjust our product range based on feedback we receive from our customers in the UK. To become a luxury brand in Europe will also help our branding in China's domestic market," said Gao.

He added that Bosideng plans to replicate the model for its UK flagship store to other European countries, creating a chain of stores, including concessions in department stores.

The company is in discussions with a leading Italian brand to cooperate on a store-opening in Milan, and is searching for a store site in New York, where it already has a wholesale presence, Gao said.

Bosideng, which has more than 8,000 retail outlets in China, reported revenue of 8.38 billion yuan ($1.34 billion) for the year to March 31.