Sequential Brands Group Inc. announced that the company has entered into a multi-year agreement with Beiying Sports Technology Co., Ltd., a leading sports manufacturer and distributor, to bring the Avia brand to Greater China.
Under the new agreement, Beiying will work closely with the company to develop and distribute a line of men’s, women’s and kid’s footwear, apparel and accessories. The new collection will launch later this year across all retail channels. Beiying also plans to open Avia stores, including flagship stores in key metropolitan Chinese cities, over the next few years.
“Avia continues to attract consumers nationwide as one of the leading active lifestyle brands known for its pioneering technology and stylish designs. I’m excited to build on the brand’s strong momentum in the U.S. and introduce it to the Chinese market–an important market with a growing sports industry,” said Eddie Esses, president of Sequential’s Active Division. “Together, with our new partner, the Avia brand has the opportunity to become a major active lifestyle brand throughout China.”
“We are pleased to partner with Sequential Brands Group on Avia, an innovative active lifestyle brand,” stated Mr. Jinzhang Lin, managing director of Beiying. “With a rich heritage since 1979, the brand resonates extremely well with the Chinese consumer.”
Symphony Investment Partners, a leading advisory group in the apparel and footwear space, assisted Sequential in the transaction.
Sequential Brands also owns Gaiam, And1, Jessica Simpson, William Rast, Heelys, Joe’s Jeans, Martha Stewart, Chef Emeril, Revo, DVS and Ellen Tracy.
Beiying, located in Fujian Province, is a subsidiary of the industrial group Hengchong Co. Ltd, with over 1,300 employees in Zhejiang, China.
