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Berghaus reveals plans for China
Berghaus has announced its plans for entry into the Chinese market during 2009. The company has signed an exclusive licensee agreement with Symphony Resources Ltd, a subsidiary of Symphony Holdings Ltd. Commencing Autumn 09, Symphony Resources will aim to develop 200 dedicated Berghaus stores, as well as sell through specialised retail across China.
Symphony Resources has experience of managing and licensing brands such as Speedo, Pony, Haggar and AEE, plus many more. Berghaus and Symphony have signed an initial deal for six years and the announcement follows a 12-month search by Berghaus to find a suitable partner for China.
Richard Cotter, Berghaus Brand President, commented: "Symphony Resources is a fantastic licensee option for Berghaus as the company brings with it vast experience of managing and licensing major brands in the Chinese market. The team there has an extensive network throughout the main provinces, along with the production, marketing and wholesale expertise to deliver our vision in China.
"As Berghaus continues its development into one of the world's top five outdoor brands, Asia will be a key territory. We have already made great progress in Japan and South Korea and have also created Berghaus Asia, a self-sufficient division based in Hong Kong that is an invaluable resource to support our Far East activities. Over the next few months, we will be working with the team at Symphony Resources to build their understanding of our brand and plan for a successful first season in the Chinese market. Suffice it to say, everyone at Berghaus is very excited about the huge opportunity that this deal presents."
Allan Chan, Symphony Resources Managing Director, added: "The emerging outdoor-active market in China represents great potential, and we believe the timing is perfect to launch a brand of this calibre in China."
As part of its international growth strategy, Berghaus has put a major focus on the Far East. Earlier this year, Berghaus signed an exclusive five-year deal with new licensee Arugo Active that will see the brand significantly extend its reach in Japan. Trading as Berghaus Japan, the initial aim is to increase the number of retailers listing the brand to 100 during 2008 and to 180 by the end of 2009, through existing customers and by widening distribution.
