Sequential Brands signs deal to take active label Avia to China

By

Robin Driver

Published
Apr 17, 2018

New York-based consumer brands group Sequential Brands Group, Inc. announced on Tuesday that it has signed a multi-year deal with Chinese sportswear manufacturer and distributer Beiying Sports Technology Co. to expand its activewear brand Avia to Greater China.

The deal stipulates that Beiying will work alongside Sequential to develop and distribute a line of men’s, women’s and kid’s apparel, footwear and accessories. In the coming years, Beiying also has plans to open Avia branded stores across China, with flagships in selected key locations.
 
Avia was founded in 1979 and quickly made a name for itself by pioneering cantilever technology, the basis of modern performance footwear. The brand offers activewear, footwear and accessories.

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“Avia continues to attract consumers nationwide as one of the leading active lifestyle brands known for its pioneering technology and stylish designs. I’m excited to build on the brand’s strong momentum in the US and introduce it to the Chinese market – an important market with a growing sports industry,” stated Eddie Esses, president of Sequential’s active division in a release. “Together, with our new partner, the AVIA brand has the opportunity to become a major active lifestyle brand throughout China.”
 
Located in Fujian Province, Greater China, Beiying is a subsidiary of Chinese industrial group Hengchong Co. Ltd, which is based in Zhejiang and employs more than 1,300 people. Through its agreement with Sequential, Hengchong is hoping to push the growth of its domestic activewear business.
 
“We are pleased to partner with Sequential Brands Group on Avia, an innovative active lifestyle brand,” said Beiying Managing Director Jinzhang Lin, explaining, “With a rich heritage since 1979, the brand resonates extremely well with the Chinese consumer.”
 
Beiying’s Avia collection will launch later this year across all channels.