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Bosideng seeks British credentials through Spurs tie-up

Chinese retailer Bosideng is hoping to build its British credentials through a partnership with Premier League club Tottenham Hotspur.

Bosideng London will provide formal wear to the first team, management and board of the London club for the next two football seasons.

The agreement includes the provision of suits, shirts, ties, shoes and accessories from its latest collection, as well as a presence across Spurs’ website and social media channels, to have “direct engagement with fans across the world”.

Gao Dekang, chairman and chief executive of Bosideng, said: “With Bosideng a Chinese company new to Europe, it’s important for us to have a strong UK presence and we’re delighted to be working with Tottenham Hotspur as part of our awareness programme.”

Wayne Zhu, chief executive of Bosideng UK, added: “The partnership with Tottenham Hotspur Football Club is a key part of Bosideng London’s strategy to establish a brand platform within the UK and Europe.”

The move follows the appointment of Amelia Pretious, former head of design and buying at Crombie, as Bosideng’s new in house head of design and buying last month.

The retailer, which has more than 8,000 retail outlets in China, launched its premium menswear brand in South Molton Street, London, a year ago this week.

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