Bosideng Buys Greenwoods, A British Menswear Brand, To Expand Its Overseas Market.

< p > enter the slow growth period < a href= "//www.sjfzxm.com/news/index_c.asp" > clothing brand < /a > is trying to buy "spring" through brand acquisition. After Semir took many brands such as GXG, Bosideng quickened the pace of acquisition. Bosideng released the latest announcement shows that the company won the British men's wear brand Greenwoods for 40 million yuan, and plans to take Bosideng brand to the British market. In the view of the industry, this is an important step in Bosideng's strategy of "four seasons". < /p >
< p > reporter has learned that < a href= "//www.sjfzxm.com/news/index_c.asp" > Greenwoods < /a > has not yet entered the Chinese market. The company has "Greenwoods" and "1860" brands in the UK, and there are 88 direct outlets. After the completion of the acquisition, Bosideng will own Greenwoods Menswear 96% equity, which is also the second major move of brand internationalization after Bosideng's first overseas flagship store in Britain last October. < /p >
< p >, however, the brand of the men's clothing under the a href= "//www.sjfzxm.com/news/index_c.asp" Bosideng /a has been regarded as mediocre. According to Greenwoods earnings report, as of March 31st, the company's turnover amounted to 24 million 416 thousand pounds, a net loss of 2 million 846 thousand pounds. In this regard, Bosideng relevant responsible person explained that, by the British retail market downturn, the brand's discount sales to curb the company's profits. However, Bosideng attached much importance to the distribution channel brought by the brand. < /p >
< p > the person in charge of the above said that Greenwoods dominated the men's suit and positioned the 20-40 year old crowd, which is consistent with the overall positioning of Bosideng brand. Bosideng can also introduce Bosideng down clothing into the UK market through Greenwoods's distribution channels, and further consolidate Bosteng men's business. < /p >
< p > in independent fashion commentator Ma Gang, it seems that the clothing brand can not find a breakthrough in the local market, but can find opportunities for development by leveraging. However, in mergers and acquisitions, clothing brands need to choose brands that are complementary to themselves, otherwise the difficulty of integration in the future is much greater than that of acquisitions. Ma Gang believes that although Bosideng can enter the UK market through Greenwoods channels, the company still needs to solve multiple problems such as localization of brand design team and marketing mode, and overseas supply chain. < /p >
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< p > Bosideng group is the largest and most advanced technology company in China. It has scientific research, design, production, processing and sales. The company has six production bases, including Bosideng, Jiangsu Xue Zhong Fei, Yamato Yasuhiro, Sihong Bosideng and Yangzhou Bosideng, Xuzhou Bosideng, and has 20000 employees. The market share of the group brand combination has occupied half of the down market in Changshu for many years. < /p >
< p > "Bosideng" brand has successfully entered Japan, the United States, Canada, Russia, Switzerland and other countries, and become a large number of international famous brand partners such as NIKE, BOSS, COLUMBIA, THE NORTH FACE, TOMMY, GAP, POLO, ELLE and so on. Bosideng is trying to build an international brand and is about to set up its European operations headquarters in London, England. < /p >
After 30 years of rolling development, the Xiushui workshop has become a large brand clothing group composed of Shanghai Bosideng International Clothing Co., Ltd., which is a domestic holding company under the jurisdiction of 4 brand management companies, 1 design companies, 2 import and export business companies, 1 advertising companies, and more than 70 regional sales companies in P. < /p >
< p > Bosideng group is China's leading brand down garment company. Its market share is far ahead of its closest competitors. Bosideng is mainly engaged in the development and management of its own down jacket brand portfolio, including product research, design, development, raw material procurement, outsourcing production, marketing and sales. < /p >