Scandinavian fabric brand extends into Asia with branded shop-in-shops and stand-alone stores.

Licensing agency 5th Wave Brands has partnered with A-Fontane, a Hong Kong bedding brand, to bring the Finnish home textile manufacturer Finlayson to Hong Kong and Mainland China.

5th Wave Brands is the global licensing agent for Finlayson. The agency, in collaboration with its region agency for Greater China, Forkids (HK) Promotion Company, brokered the deal.

Under the terms of the agreement, as many as 41 Finlayson stand-alone stores and 21 shop-in-shops will open in Hong Kong and Mainland China. The new stores will be similar to the ones in the Nordic region.

Additionally, Finlayson and A-Fontane will collaborate on the liens sold in the region.

“This is an extremely important opening to the Asian market for us,” says Risto Voutilainen, chief operating officer, Finlayson. “In accordance with our export strategy, we are now able to increase our brand awareness together with a well-known local partner. Finlayson’s Nordic look and brand will have a strong presence in the new stores.”

The Finlayson concept stores and shop-in-shops are expected to open in Hong Kong and Mainland China in the next several years.