ASIA–Sequential Brands Group has entered into a mutli-year agreement with Chinese sports manufacturer and distributor Beiying Sports Technology Co. to bring its Avia brand to China.
Moving forward, Beiying and Sequential will work together to develop a line of men’s, women’s and kids’ footwear, apparel and accessories, which will launch later this year. Beiying will also open a range of Avia stores, including flagship locations in key Chinese cities, over the next few years.
“Avia continues to attract consumers nationwide as one of the leading active lifestyle brands known for its pioneering technology and stylish designs. I’m excited to build on the brand’s strong momentum in the U.S. and introduce it to the Chinese market–an important market with a growing sports industry,” says Eddie Esses, president, active, Sequential. “Together, with our new partner, the Avia brand has the opportunity to become a major active lifestyle brand throughout China.”