Bosideng 40 Million Acquisition Of British Menswear Brand Greenwoods To Expand Overseas Market

< p > clothing brands entering slow growth period are trying to seek "spring" through brand acquisition.

After a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > Semir < /a > won many brands such as GXG, Bosideng quickened the pace of acquisition.

Bosideng released the latest announcement shows that the company won the British men's wear brand Greenwoods for 40 million yuan, and plans to take Bosideng brand to the British market.

In the view of the industry, this is an important step in Bosideng's strategy of "four seasons".

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< p > reporters in Beijing understand that Greenwoods has not yet entered the Chinese market. The company has 88 brands in the UK, such as Greenwoods and 1860.

After the completion of the acquisition, Bosideng will own Greenwoods Menswear 96% equity, which is also the second major move of brand internationalization after Bosideng's first overseas flagship store in Britain last October.

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< p > according to the introduction, the only asset of Tong Chang's investment is GreenwoodsMenswearLimited (hereinafter referred to as Greenwoods) and has the issued share capital of Greenwoods96%.

And Greenwoods is a company engaged in men's clothing business, has the British Greenwoods and 1860 two men's clothing brand.

At present, Greenwoods operates 88 clothing stores in the UK.

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< p > according to Bosideng's idea, this acquisition will further consolidate the company's men's clothing business platform and its market position in the UK.

However, according to the press, Chinese fashion brands heading for overseas markets are facing some challenges, such as limited brand awareness and fierce competition from local brands.

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< p > it is reported that this man's brand named "a href=" http://news.sjfzxm.com/news/list.aspx "Classid=101112107107" Bosideng < /a > has been accused of mediocre value.

According to Greenwoods earnings report, as of March 31st, the company's turnover amounted to 24 million 416 thousand pounds, a net loss of 2 million 846 thousand pounds.

In this regard, Bosideng relevant responsible person explained that, by the British retail market downturn, the brand's discount sales to curb the company's profits.

However, Bosideng attached much importance to the distribution channel brought by the brand.

The person in charge of the above said that Greenwoods dominated the men's suit, positioning the 20-40 year old crowd, which is consistent with the overall positioning of Bosideng brand.

Bosideng can also introduce Bosideng down clothing into the UK market through Greenwoods's distribution channels, and further consolidate Bosteng men's business.

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< p > in independent fashion commentator Ma Gang, it seems that the clothing brand can not find a breakthrough in the local market, but can find opportunities for development by leveraging.

However, in mergers and acquisitions, clothing brands need to choose brands that are complementary to themselves, otherwise the difficulty of integration in the future is much greater than that of acquisitions.

Ma Gang believes that although Bosideng can enter the UK market through Greenwoods channels, the company still needs to solve multiple problems such as localization of brand design team and marketing mode, and overseas supply chain.

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< p > although the acquisition of this brand, Bosideng has clearly pointed out that with the help of this British brand distribution channel, Bosideng down jacket will enter the British market.

It is understood that, in terms of market development, Bosideng invested 300 million yuan in May last year, and opened a flagship store in a six story property in South Morton street, London, mainly taking men's clothing with a high-end line.

However, according to previous reports from the media, the first flagship store in Europe has not been profitable after one year of operation.

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< p > for Bosideng's actions, some analysts say that it can not be called "a href=" http://news.sjfzxm.com/news/list.aspx Classid=101112107108 "internationalization" /a ", can only be said to be an attempt of internationalization.

More points are pointed out, which is only an attempt to boost brand image by Bosideng.

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