Bosideng London revises its strategy

By

Olivier Guyot

Published
Apr 23, 2014

In September 2012, Bosideng appeared on the world fashion map with its flagship store in London. For the Chinese ready-to-wear giant, the opening underscored its ambitions for development abroad.

It was a first for a Chinese brand when Bosideng announced its 35 million pound investment in its new London real estate. The unique flagship’s location, formerly occupied by a pub, is just a short walk from Bond and Oxford Streets in an area frequented by 24 million visitors per year. With the opening, Bosideng London presented a spirit of upscale men’s tailoring with a predominantly European production.

But as FashionMag Premium mentioned last year, the road to success in the West seems long and winding for Bosideng London. Now, the group seems to have revised its development plans. According to Drapers, England and NoFashion.cn in China, it has decided to reduce its workforce based in England. Several buyers and designers have been made redundant. Purchasing and design are now to be based in Shanghai. Uncertainty hovers over the company’s desire to continue its European development. At the same time, however, last October the group acquired the company 88 Greenwoods Menswear and its English stores.