Seeking to become the top brand for running-shoes in Southeast Asia, Xtep has rearranged its distribution in Malaysia, forming a joint venture with a local, public firm called Bonia Corporation Berhad (Kuala Lumpur). The move aligns with the “World-class Running Shoes of China Xtep” brand strategy upgrade, announced in September 2022.
The Chinese brand entered the Malaysian market in November 2024, opening a first concept store at a mall in the city of Puchong. It has since opened at least another two stores, at malls in Putrajaya and Kuala Lumpur, and its exclusive distributor has so far been VGO Global (Kuala Lumpur).
The joint venture now establishes a “multi-channel setup,” in which VGO remains a “key partner” but becomes a “non-exclusive distributor” helping to “deepen” Xtep’s presence in Malaysia.
Bonia, for its part, will be raising Xtep’s profile in “core commercial districts and running brand hubs.” The distributor describes itself as an “international luxury brand and leather expert” and has its own eponymous luxury brand, with stores in Malaysia, Singapore, Thailand, Cambodia, Vietnam, Myanmar, Indonesia, Japan, Taiwan, Kuwait and Saudi Arabia.
According to Xtep, Bonia also “maintains strong, stable relationships” with major malls in all of these countries.
The first store to result from the joint venture has opened as a 3,262-square-foot flagship at the Mid Valley Megamall in Kuala Lumpur.
About Xtep International Holdings Limited
Headquartered in Xiamen, China, and listed on the Hong Kong Stock Exchange since 2008, Xtep International Holdings Limited is a global sportswear company specialising in running footwear and athletic apparel. The brand’s flagship 160X series carbon-plate racing shoes have powered elite athletes to hundreds of championships and national marathon records. Xtep operates a multi-brand portfolio including its core mass-market line, Saucony and Merrell (under joint ventures in Greater China), and Xtep Kids. With over 8,000 stores across Asia-Pacific, the Middle East, and Europe, the company targets carbon neutrality by 2050.
