After a successful visit to ISPO China at the end of February, Fenix Outdoor announced its decision to establish a joint venture with Jin Quan Traveling Goods, a long-time supplier of the Swedish group. Jiangsu Fenix Outdoor, as the new venture will be called, will be based in Guangzhou. The new company will be licensed to distribute and market a wide range of Fenix’s outdoor wear on the Chinese market, putting particular focus on Fjällräven and Hanwag products.
Although plans are official, it will take some time for the group’s brand to be available in Chinese shops. On the one hand there are still relatively few Chinese retailers that deal specifically in outdoor products, although Fenix’ managing director, Martin Nordin, says the market could start to resemble the Japanese one, with strong demand for quality branded products. On the other hand the company expects to experience delays in paperwork, as is usual in China.
Jin Quan, which currently manufactures some sleeping bags and tents for Fjällräven, had approached Fenix about the project several years ago and has since done much of the necessary groundwork.
The Swedish group is not new to Asian markets. One of its brands, Primus, already has a sales office in China, which will keep an independent sales network, and it is also distributed on the Korean, Taiwanese and Japanese markets. Hanwag has been present in Japan for nearly 30 years, with Fjällräven arriving 15 years later. Fenix tends to favor organic growth when entering new markets, using company-owned retail networks where it can more easily keep a close eye on consumer trends.
