Partner Article

Berghaus opens up early to consumers in China

Berghaus is now available to consumers in China, almost six months ahead of schedule.

In September 2008, the North East-based outdoor clothing and equipment company announced a partnership with Symphony Resources Ltd to launch Berghaus in the Chinese market during autumn 2009. Symphony has taken advantage of the demand for authentic outdoor products in China and has finalised plans sooner than expected.

On 7 April 2009, the first Berghaus dedicated concession opened in a major department store in the city of Dalian and the first Berghaus flagship store in China opened in Beijing on Wednesday. The Beijing store has been modelled on the first Berghaus flagship store in the MetroCentre, featuring 80 square metres of retail space.

In June, two of Berghaus sponsored climbers will be visiting China as part of the launch activities. Sir Chris Bonington (who is also non executive chairman of the company) and Leo Houlding will make a series of public appearances in the country and promote Berghaus to both trade and consumer audiences.

Richard Cotter, Berghaus brand president, said: “We are delighted at the speed of progress that Berghaus is making in China. In signing the agreement with Symphony Resources Ltd last year, we understood that the deal offered great potential. The fact that this is already being realised is hugely significant on a number of levels.

“It demonstrates the effectiveness of not only Symphony, but also our relatively new Berghaus Asia operation. It highlights the general growing demand for performance outdoor products in China. And for me, it also reveals that retailers in the market are keen to offer their customers authentic, credible brands, which is why there is such a huge opportunity for Berghaus in the market.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .