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Adventure wear brand Woodland is set to venture into China this fiscal.
“It is a tough and challenging market. But it is a big market. We will initially go slow in the Chinese market, but with long-term goals,” Mr Harkirat Singh, Managing Director, said.
He was in Hyderabad to unveil the brand's Spring Summer collection, comprising Woodland's R&D-led functional product line including sun-protection, moisture wicking and quick drying gear, apart from adventure wear products, for outdoor and adventure enthusiasts.
The company has already carried out dry runs in China. It plans to introduce its products through shop-in-a-store model. “It is difficult to straightaway open own retail stores in China. But after a year or two, we will plan our own chain,” he told media persons here.
Mr Singh does not see major competition in this segment in China, but for some strong local brands. “Our surveys have shown that there is a demand for adventure-related goods. We will plan setting up an assembly unit there as our market picks up,” he said.
Currently, about 75 per cent of its products are sold domestically and the rest imported to neighbouring countries. It is also scanning potential markets in the African countries. Woodland is set to expand its portfolio of offerings by including organic skin care products related to adventure outings. amitmitra@thehindu.co.in
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