Bosideng Intends To Make A Big Gamble In The Most Prominent Shopping Street In London.

Boston London

Although European and North American department stores have some Chinese fashions. clothing Brand, but this is the first time China's large fashion group has posted its signboard in the West.

She chose to open a branch store in South Molton Street, the most prominent (and most expensive) shopping street in London, and Boston was clearly interested in gambling.

　　 Bosideng Wayne Zhu, chief executive of the UK, told British media that the flagship store in London is the first of several stores that the brand plans to open in Europe. He said the company hopes to open shop in New York for some time, but "no suitable Manhattan store has been identified yet." Boston hopes that overseas stores will contribute about 5% of the group's total revenue in five years.

But opening a shop in London is neither fast nor easy. Planning and development took 2 years to spanform the original three storey building (Hog in the Pound bar) into a six storey building with shops, offices and apartments.

The construction was delayed by the nearby London cross rail (Crossrail) project and the subway renovation, while South Morton street was also landscaping. The flagship store's total development cost is 35 million pounds (US $55 million). If the finishing work is successfully completed, the flagship store will open in July 26th.

Bosideng has more than 10 thousand retail outlets. The company was listed on the Hongkong Stock Exchange (HKEx) in 2007. In the year ending March 2012, its net profit increased by 17.2% to $225 million, and revenue grew by 19% to $1 billion 300 million. The company's share price has fallen by 15.5% so far in 2012.

Vanessa Friedman, a British fashion editor, said she had not heard of similar projects in other mainland Chinese brands. But she mentioned that China's big fashion brand Joyce is working with Italy designer Romeo Gigli (Romeo Gigli) to open guerrilla stores in Venice at the end of August, which will also be the first time that Joyce has landed on the European continent.

In other retail businesses, Lining, a sportswear manufacturer based in Beijing, opened a flagship store in the United States in January 2010, located in Portland, Oregon, where the rival Nike (Nike) headquarters is located, but was closed in February this year.

The first Chinese fashion brand retailer to enter the overseas market is Shanghai Tang. "Shanghai" is a luxury fashion company opened by Deng Yongqiang David Tang, which went abroad 15 years ago. But "Shanghai" was founded in Hongkong, and Bosideng is the brand from Shanghai, the mainland of China.