Blauer USA opens first stores in China

US fashion brand Blauer USA marked its entry into the Chinese market with the opening of two new stores. On July 5th, the company opened its first store in Shanghai’s Global Harbor luxury shopping mall and just a few days later, on July 11th,

at Palace 66 in Shenyang in China's Northeast. A third Blauer USA store is planned in September in Wuxi, close to Shanghai.

Blauer USA

collection will have to face competiton

“The Chinese market shows great potential for the authentic look and high performance workmanship of the Blauer USA brand”, states the company’s press release. The Italian company FGF Industry and its founder Enzo Fusco own the licencing and worldwide distribution rights for the Blauer USA brand.

Founded in 1935, the company started out as a manufacturer of uniforms for the US police and US army but soon developed a collection of functional clothing for men and women, specializing in down jackets and coats. Today, Blauer USA also has a collection for children from 2 to 14 years. In China, the brand will have to compete with Bosideng, the country’s largest manufacturer of down clothing.

The new Blauer USA stores in China offer the whole range of products and focus on the collections for women and men. The planned store in Wuxi will benefit from its close proximity to Shanghai (45 minutes by bullet train). In addition, Wuxi is considered one of the most attractive business locations in China and even has an industrial park for foreign investors. Shenyang benefits from a long winter period and proximity to a popular winter sports region in the Qipanshan Mountains just 30 kilometres away.

In Europe, Blauer USA is available at five own stores in Milan, Prague, Brno, Zlin and Zagreb and six FGF stores in Italy in addition to authorized dealers and its online shops.

Image: Blauer USA store in Shanghai