Bosideng Expands Overseas Market To Acquire Greenwoods In UK

< p > < a target= > _blank > href= > //www.sjfzxm.com/ > clothing > /a > brand is trying to seek spring through brand acquisition.

After Semir took 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 > Beijing Commercial Daily reporter understands 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 >, however, the brand of the men's clothing under the a href= "//www.sjfzxm.com/news/index_c.asp" Bosideng /a has been regarded as mediocre.

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 > > a href= "//www.sjfzxm.com/news/index_s.asp" > clothing brand < /a > after breaking through the local market, we 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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