Norrøna has inked a new partnership with Chinese sportswear retailer Topsports which will bring the brand’s apparel and equipment to Mainland China, Macau and Hong Kong. The company plans to open flagship stores in major city centers in the country, including Beijing and Shanghai.
The move by the Norwegian outdoor brand comes as Anta Sports, the parent and retail partner of Arc’teryx and Salomon, has reported tremendous retail growth in the Chinese premium outdoor product market.
“Our ambition is to open the first store soon, ideally by this fall,” said Gaute Fonkalsrud, sales director at Norrøna. “We’re confident that we’ve found a partner with shared values, and we look forward to seeing Topsports position Norrøna as a compelling brand for the growing number of outdoor enthusiasts in China.”
Topsports is a well-established retailer with long-term partnerships with over 10 global sports brands, including Nike, Adidas, Vans, and Hoka. Through its omni-channel ecosystem of directly operated stores, Topsports connects with more than 80 million users and aims to deliver authentic products, excellent service and exceptional experiences to Chinese consumers.
“We believe Norrøna is uniquely positioned to capture growth in the premium outdoor space in the Chinese market with unparalleled propositions,” said Iain Ding, VP at Topsports. “We’ve had a series of productive meetings with the Norrøna team at their Oslo headquarters and are confident this partnership will result in a solid market entry and strong brand positioning.”
Founded in 1929, Norrøna, a family-owned company, expects the expansion to complement its existing distribution across North America, Scandinavia, Central Europe, and Asia, including growing markets in Japan and South Korea.
“Establishing a presence in China has been a goal for some time, and Topsports is the ideal partner to work with on this expansion,” added Fonkalsrud. “With support from our Norwegian team, Topsports will launch digital Norrøna stores in the region and begin planning for physical store openings.”
Image courtesy Norrøna
