American outdoor brand Woolrich International, has welcomed a new investor to expand its global reach. The Chinese clothing company Baoxiniao Holding Co. Ltd. has acquired the Woolrich brand’s intellectual property rights for all non-European areas.
Baoxiniao, the owner of a number of clothing companies, including Saint Angelo, Hazzys, Bono, Camicissima, and Henry Grant, stated that it aimed to expand its brand portfolio and promote high-end outdoor clothing internationally, particularly in Asia.
Baoxiniao has also signed a five-year contract with Woolrich International for brand consultancy and procurement as part of the strategic relationship “to ensure a globally consistent positioning of the brand.”
For the European markets, Woolrich International, which is backed by money that L-Gam advised, will continue to run the company and maintain ownership of the brand’s intellectual property.
Known for its unique red-and-black buffalo check designs, Woolrich currently has over 35 stores in Europe and Japan. It is distributed by major international retailers like Galeries Lafayette, Harrods, Le Bon Marché, La Rinascente, Breuninger, De Bijenkorf, Loden-Frey, El Corte Ingles, Isetan, and Ginza Six.
