Superga opens its first monobrand flagship in China

By

Dominique Muret

Published
Apr 12, 2013

The classic sports shoe brand Superga, owned by Italian Basic Net, is stepping up its growth in China with the opening of its first single brand store in Hong Kong. To guide its growth in the Chinese market, the brand signed a three-year license agreement with Electric Sekki in 2011.

In 2012, this exclusive licensee for China began to distribute the brand through upscale, multi-brand footwear retailers. They are now taking things to the next level by opening a 700-square-meter Superga flagship store in "Harbour City," one of the busiest shopping centers in Hong Kong.

Sekki Electric specializes in the development and distribution of brands in Asia, particularly in China. It holds agreements with brands like Havaianas, Huit, Insight, (Nude), Ecoya and Richard Nicoll.

The store offers the complete line of the Italian brand, more than one hundred styles for men, women and children. It is the first of a series of ten retail outlets scheduled to open in Hong Kong and China within a year. The agreement anticipates the opening of 30 stores by 2015, totaling 140 in a second phase.

To commemorate this first opening, the company has erected a giant version of its “2750,” Superga's icon shoe. The outsized installation measures 6 x 2 x 3 meters and is set to beat the record for the world’s largest sneaker. The big shoe will be on display at the mall entrance from April 12 to May 4, 2013.