Sportalm is targeting the Chinese market. The Austrian fashion label is already represented in around 40 countries worldwide, and since June also in Taiwan, as Sportalm confirmed at the request of FashionUnited.
But the store in the luxury shopping mall Bellavita in Taipei was just the starting signal. Three new openings in the Chinese market are to follow each year, but progress is being made rather slowly and carefully, according to Sportalm Managing Director Ulli Ehrlich via email.
In order to drive the expansion forward, the brand from Kitzbühel has brought in a Chinese partner. He does not want to be named, but has already paved the way to China for other German-speaking premium brands.
The focus of the internationalization of the brand is initially on the fashion segment, but expansion towards ski fashion is also conceivable, “since skiing has become a national sport since the Olympic Games.”
“Due to the origin of our partner, paired with his experience with European branded goods, we think that we can generate continuous growth in this attractive market, in line with our way of thinking,” said Ehrlich in a statement on the store opening in Taipei.