Bosiden Strategic Investment Moose Knuckles Promotes International Market Layout

On October 9, Bosiden, the world's leading down jacket brand, announced its strategic investment in the international luxury down jacket brand Moose Knuckles. This investment is an important measure for Bosiden Group to focus on the core business of down jacket and expand its international business. Through this investment, Bosiden will become a key investor in Moose Knuckles, and Kaihui Fund, a world-famous private equity investment institution, will still be the controlling shareholder of Moose Knuckles.

Bosiden Group has been focusing on the down jacket field for 48 years, adhering to the brand as the leader and innovation as the driver, achieving the first sales volume in the Chinese market for 29 consecutive years. Its products have been sold well all over the world, leading down jacket to become the most internationally competitive category in the Chinese clothing industry. Bosiden has also been listed as the most valuable clothing brand in the world by Brand Finance for four consecutive years. The 2023/2024 financial report shows that Bosiden Group has achieved a revenue of 23.21 billion yuan, a net profit of 3.12 billion yuan, and a record high revenue and net profit for the same period for six consecutive years. Since this year, Bosiden has put forward the development direction of "focusing on the main channel of down jacket, focusing on the main track of fashion function technology clothing", explored the layout of the group's international business landscape, and committed to achieving the development vision of "becoming the world's leading fashion function technology clothing group".

Moose Knuckles is an international luxury down jacket brand, headquartered in Montreal, Canada. The brand combines excellent Canadian craftsmanship, top materials and ultimate functionality, and at the same time, it is perfectly integrated with the young and fashionable design style, enjoying a high reputation in the field of global fashionable functional outerwear. At present, Moose Knuckles is gradually expanding its retail territory in more than 30 countries around the world, and has opened 36 stores in China, North America and Europe, which are distributed through well-known retailers such as Harrods, Selfridges, Saks Fifth Avenue and Holt Renfrew.

Duan Lanchun, the managing partner of Kaihui Fund, said that in the current rapidly changing market, consumers' requirements for quality and personalized design are constantly improving. We believe Moose Knuckles will achieve greater success in the global market with its unique brand positioning and excellent workmanship. Through the strategic cooperation with Bosiden, we will give full play to the advantages of both sides and jointly promote the growth of the brand in the Asia Pacific region. It is expected that this cooperation will open up new market prospects for both sides and stimulate more innovative possibilities.

Through this investment, Bosiden will further optimize the group brand matrix. The main brand of Bosideng focuses on the brand positioning of "the world's leading down jacket expert" and promotes the high-end down jacket market; Xuezhongfei brand focuses on expanding its share in the cost-effective public down jacket market; Bogner brand introduced and operated by Bosiden in China is positioned at luxury sports fashion, focusing on high-end skiing fashion sports crowd; The Moose Knuckles brand will be positioned at the high-end luxury trend group, thus forming a more comprehensive and complete brand matrix of the group, strengthening the core business of down jacket, and becoming a leader in the global down jacket industry.

In recent years, with the increasing competitiveness of Chinese brands in the global market, more and more Chinese enterprises have begun to accelerate the process of internationalization by investing in international brands to achieve a double leap of brand and market. This Bosiden strategic investment in Moose Knuckles not only enriches Bosiden's business portfolio, but also significantly improves its competitiveness in the global down garment market. Its future performance is expected.