Wolford focuses on development in Greater China

By

Anaïs Lerévérend

Published
May 13, 2013

Traditionally focused on Europe and the United States, Wolford has announced new plans to speed up development in Asia. The Austrian hosiery brand has cemented its desire to develop in the country with two recent store openings in the Greater China region. At the start of April, the brand also opened its first branch in Shanghai before celebrating its fifth store opening in Hong Kong just a few weeks later.

Shanghai’s Citic Square mall is the home to Wolford’s first directly-operated store in the area. The store measures 60m² and remains true to the traditional Wolford store concept. The brand has also recently announced plans to open a second branch in the city before the end of June.

Wolford’s fifth Hong Kong address is another directly-owned store and is located in the International Finance Centre. Overall, the company is looking to open 15 new points of sale in the Greater China area by June this year. Development started in the region several years ago with the installation of corners in department store. Today, the brand is speeding up activity in China in the hope that it bears a much larger effect on turnover.