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German ski wear brand Bogner launches in China
German clothing brand Bogner has expanded into China, opening its first franchise space on 10 November. The shop is located in the Thaiwoo ski resort near Chongli, northwest of Beijing.
Thaiwoo is situated in Hebei province, close to the Great Wall, and spreads over 40 square metres. It is a three-hour drive from the Chinese capital.
It will have a total of 200 ski slopes and 45 lifts once completed.
Taking a prime spot on the exclusive Fashion Street, the Munich-based luxury and ski wear fashion brand will introduce the ‘World of Bogner’ as well as all collections and licensed products in a 164-square-metre space.
The store was designed in line with the brand’s Modern Natural concept, and will be open seven days a week.
The Chongli District is considered the largest ski destination in China, and the Thaiwoo will play an important role in the 2022 Olympic Games in Beijing. The Chinese government hopes to attract 300 million winter sports enthusiasts over the next four years.
“The Thaiwoo Ski Resort is currently aimed at skiing, and thanks to the perfect altitude and climate, its long 150-day season makes the location ideal for a store and the collection that Bogner offers,” said CEO Andreas Baumgärtner.
“The Thaiwoo Ski Resort welcomes Bogner, the world-renowned luxury sports brand from Germany. Bogner is opening in Thaiwoo because we share a love for winter sports and skiing is our core brand,” said its Chinese franchise partners Hong Qi, chairman and Summer Zhou, CEO.
Bogner has currently 19 directly operated stores, 33 franchise stores and more than 6,500 retail partners in more than 50 countries, as well as franchise partners in over 100 markets in Asia and the Pacific Region, including China, Japan, Korea, Taiwan, Mongolia and Australia.
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