Wood­land Com­ing to China with Aokang

The Economic Times - - Brands: Creating Desire - Tas­mayee.La­haroy @times­group.com

Kolkata: Wood­land, the maker of footwear, ap­par­els and ac­ces­sories, has formed a part­ner­ship that will al­low it to sell prod­ucts in about 5,000 re­tail out­lets in China.

In a move aimed at glob­al­is­ing its brand, Wood­land has tied up with Aokang In­ter­na­tional to sell footwear man­u­fac­tured at its plants in Hi­machal Pradesh, Ut­tarak­hand and Ut­tar Pradesh at the Chi­nese com­pany’s multi-brand out­lets.

In the first phase start­ing in May, Aokang, which has over 5,000 brand stores and owns five footwear brands, will stock Wood­land shoes in 150 out­lets.

“Af­ter test­ing the mar­ket with 150 stores, we shall scale up stocks by Septem­ber and be avail­able in Aokang stores across China,” said Harki­rat Singh, man­ag­ing direc­tor at Wood­land.

Wood­land will step up pro­duc­tion at all three man­u­fac­tur­ing units and plans to in­vest 15%20% of its annual rev­enue — ₹ 1,200 crore in 2016-17 — to man­u­fac­ture footwear for the Ao- THINKSTOCK kang stores.

Wood­land al­ready sells its prod­ucts in about 1,000 stores glob­ally, in­clud­ing in Hong Kong, Rus­sia and Dubai. That fig­ure will in­crease to 6,000 stores once it starts sales at all Aokang stores.

“The col­lab­o­ra­tion helps Aokang to ex­pand ex­ist­ing busi­ness scope and chan­nels,” said Zhen­tao Wang, chair­man at Aokang In­ter­na­tional. “It is also good for the com­pany’s longterm plan­ning and de­vel­op­ment needed to grow in the global mar­ket.”

Wood­land will also of­fer Aokang footwear at its out­lets in In­dia and its on­line plat­form. The com­pany plans sim­i­lar col­lab­o­ra­tions in some South African coun­tries and Canada.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.