Shanghai-based fashion brand Bosideng is best known for its line of down jackets in China, but the $1.6 billion men’s wear label has greater ambitions.
The brand made its London debut in 2012 with a 1,600-square-meter flagship store in the city’s West End. Now it has launched a pop-up shop at Rothman’s men’s store in Manhattan’s Union Square to sell selected items until February 16.
The company tells WWD that it plans to open pop-up stores in other US cities such as Los Angeles, Las Vegas and Miami. Bosideng also has plans to sell the brand to 15 to 20 upscale retailers. It also will participate at the upcoming New York Fashion Week.
The company is searching for space for a Manhattan flagship. The company said it is “the first Chinese lifestyle men’s brand to come to the US.”
Bosideng Founder Gao Dekang explained to China Daily why the US was a natural next step in taking the Chinese brand global.
“The US is a country with major influence on international fashion trends, and it is one of the key centers of the fashion industry,” Gao said. “Domestic brands like Bosideng already have a “stronghold” in the Chinese market.”
Bosideng has more than 10,000 retail locations in China and appeals to China’s mass market. But in going global, it is also going upmarket.
The company brought in UK-based Amelia Pretious as head of design and buying to help the company elevate its design aesthetic to appeal to an international clientele. She is also tasked to mix East and West in the clothing’s aesthetic and design.
“The way people dress is really changing,” she said. “Chinese consumers are dressing up in a modern way, where it’s not just about the big logo in the center of the piece,” and subtlety is going to be a priority for Bosideng, she added.
Her first collection, S/S 2014, for Bosideng was focused on fine tailoring with Italian fabric, while keeping ‘intact’ the brand’s Chinese heritage.
image credit: bosideng