Pentland Brands has introduced Berghaus and ellesse, two of its most successful brands, to China as part of Pentland’s strategy to drive the group’s commercial growth in the region. The brands are now available in China on Tmall. With the outdoor category growing 9 percent year-on-year in China according to Pentland, consumers should be inspired to gain confidence and new life experiences in the outdoors. In an initial step, the brand is focusing on the younger urban consumer with the launch of its original Dean Street collection. The collection includes products that are less “core outdoor,” but with classic 1970s appeal. A full launch of the brands entire range is planned for spring 2022. Both Speedo and ellesse will participate in this year’s Singles’ Day, the world’s largest global online shopping event, which will take place on Nov. 11. As China’s economy recovers rapidly from the Covid-19 pandemic, retail giant Alibaba expects 800 million shoppers to be involved this year – a promising opportunity to begin building a longer-term presence for Pentland’s brands.

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