White Sierra said it is making a concerted push in the China domestic market, following a successful showing at Ispo China.


White Sierra will be marketing its collection of active outdoor and sportswear apparel and introducing new accessories, including packs, bags and footwear, in China in 2008. 


The company will offer active outdoor apparel and sportswear to the China market. In addition, White Sierra is introducing new accessories including packs, bags and footwear,” Tsui noted.


“I’ve been traveling to China since I was a teenager, and I am personally so excited to see the market for outdoor apparel change and grow,” said Larry Tsui, White Sierra VP of Sourcing and the company’s kingpin in China.  “The Chinese are now taking two days off a week, and looking for more ways to spend their free time.  With this being an Olympic year there is more emphasis than ever on getting outside.”


The push into the retail market will be handled by White Sierra’s Shanghai office, which opened in 2004.  Working with the assistance and coaching from the team in Sunnyvale, the China team expects to show at two more outdoor exhibitions and is creating a road team designed to raise awareness of outdoor activities in China.  White Sierra presently has more than 25 employees in its California headquarters. 


White Sierra is a Sunnyvale, Calif.-based outdoor apparel brand sold at more than 2,000 retail locations in the United States and Canada.