Pentland Brands has introduced Berghaus and Ellesse, two of its most successful brands, to China as part of the group’s strategy to drive the group’s commercial growth in the region. The brands are now available in China on Tmall.
Ellesse was recently launched in China with more than 300 locally created products, using fashionable tailoring techniques, and the launch was accompanied by an extensive content marketing campaign. A Speedo x Ellesse collaboration, which was developed in only eight weeks, was presented at a runway show during the recent Shanghai Fashion Week and broadcast to over two million people on the Tmall website.
Pentland estimates that the outdoor category is growing by 9 percent year-on-year in China. In an initial step, Berghaus will be focusing on the younger urban consumer with the launch of its original Dean Street collection with classic inspiration from the 1970s. A full launch of the two 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, on Nov. 11. As China’s economy recovers rapidly from the Covid-19 pandemic, Alibaba expects 800 million shoppers to be involved this year, giving Pentland an opportunity to begin building a longer-term presence in the country.
