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Bosideng hunts for wholesale stockists after UK store debut

Chinese retailer Bosideng is in talks with premium department stores to wholesale its clothing range following the opening of its overseas flagship store in London last month.

Bosideng, one of China’s biggest retailers with 10,000 stores, is looking to wholesale its product in “several high-end retail department stores in central London” for spring 13, according to UK director of retail operations Jason Denmark.

It also hopes to launch a dedicated UK transactional website by next spring, which will feature an exclusive 40-piece capsule range.

Despite its UK wholesale strategy, there are no concrete plans to open a further store in the country.

Denmark said he would instead focus on the London store and its wholesale plans. However, he said Bosideng was aiming to open a store in New York and possibly a store in Milan within the next 18 to 24 months.

The Hong Kong-listed company has invested more than £30m in opening its first overseas flagship store, which will also act as its European headquarters, on the corner of Oxford Street and South Molton Street. The six-storey building opened at the end of July following two years of planning and construction.

The store will only stock Bosideng’s new premium menswear collection, designed for the European market by Nick Holland and Ash Gangotra, who previously collaborated with rock star Liam Gallagher on his Pretty Green brand. The duo will design for Bosideng until autumn 13.

Denmark said each style in the collection would be limited to 50 pieces as part of the retailer’s strategy to offer “a unique piece that’s never repeated”.

Most of the product in the London store is manufactured in the UK and Europe in a bid to speed up the production process, with product delivered within four to six weeks of being ordered.

Bosideng was founded in China in 1976 by Gao Dekang, and operates six core brands – Bosideng; Bosideng Man; casual womenswear brand Bosideng Ricci; premium menswear and womenswear brands Vetallo and Jessie; and casualwear brand Mogao.

The retailer reported strong financial figures for the year to March 31, 2012, with sales up 19% to £837m and a 27% rise in gross profits to £418m.

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