Volcom sets its sights on China

Authentic Brands Group is expanding one of its brands in China.

The company announced the expansion of board sports brand Volcom in partnership with China Ting Group, a China-based lifestyle company specializing in retail development and brand building. Two new Volcom stores opened in China in June, in the Mixc Mall, located in Hangzhou’s premium shopping district, and in the Sanya Summer mall in China’s surfing and beach resort capital. The China Ting Group plans to have 12 stores open across the region by the end of this year.

Founded as a clothing company rooted in skateboarding, surfing and snowboarding, Volcom offers products for men, women and children and is available in more than 100 direct-to-consumer retail outposts globally along with distribution in hundreds of specialty retail and department store locations.

“We are bringing Volcom’s board sports lifestyle to China,” said Jarrod Weber, group president lifestyle, chief brand officer at Authentic Brands Group. “As a brand that is authentically rooted in this culture, Volcom has significant appeal to young consumers around the globe.”
 
For nearly a decade, Volcom has been offering a curated assortment of lifestyle apparel on Tmall.com and specialty channels, which have allowed the brand to capture a loyal, niche following in China. Volcom now broadens its focus, targeting board sports and beach culture enthusiasts with a full assortment of lifestyle apparel and accessories for men, women and teens, designed especially for the APAC market. 

“We look forward to building a successful, long-term partnership with Authentic Brands Group”, said Ray Ting, VP, The China Ting Group. “As America’s first boarding company, Volcom is known throughout the world for innovation and integrity and we’re excited to bring it into the mainstream here in China.”