Authentic Partners with Belle Fashion to Drive Champion’s Business in Greater China
Authentic Brands Group (Authentic), a global leader in brand development, marketing and licensing, has announced a strategic partnership with Belle Fashion Group (Belle Fashion), a leading enterprise in China’s fashion apparel and footwear industry. The two powerhouses have established a joint venture to drive the Champion’s business in the Greater China market. This strategic alliance lays the foundation for a long-term collaboration that will unlock new opportunities for growth and development for Champion and both companies in China.
Through the agreement with Authentic, Belle Fashion, having previously secured the licensing rights for Champion's footwear and accessories in 2021, has now officially obtained the license for Champion's apparel products in the Greater China. Leveraging Authentic Brands Group's global brand management expertise and Belle Fashion's deep understanding of the local market, the partnership aims to drive Champion's brand presence in China.
“The partnership with Belle Fashion is a strategic step in Authentic's commitment to drive market growth across China,” said Josh Perlman, Executive Vice President, Head of Greater China. “Belle Fashion has demonstrated a remarkable ability to understand the Champion brand and connect with Chinese consumers through extensive omnichannel customer engagement, digitalized and intelligent operation as well as agile and precise response across the value chain. We are excited about this journey together and look forward to further expanding Champion’s global footprint.”
Belle Fashion first joined the brand in 2019 when it successfully established Champion’s trendy sports positioning in the Chinese market. Belle Fashion’s brand-building strategy has successfully navigated the highly competitive Chinese landscape, positioning Champion as a sought-after brand among consumers.
Through the newly established partnership, Belle Fashion will continue its operation of Champion in Greater China, implementing a vertically integrated brand management approach that encompasses brand positioning, consumer insights, product planning and design, flexible supply chain, marketing, merchandise management, omnichannel retail operations, and member experience. With a century-long history, Champion is not only the inventor of the hooded sweatshirt but also the originator of the Ivy League campus sportswear style. Drawing inspiration from its classic heritage and based on evolving consumer demands and market trends, Champion will strengthen its dominance in core apparel categories and has established footwear as its second core growth driver, creating new classics and elevating the brand to new heights. Through sustained brand investment in the Greater China region, Champion will expand its brand influence, reinforce its positioning, enhance its retail experience, and build deep connections with local culture, delivering a comprehensive brand experience for consumers.
“We are excited to reach a strategic partnership with Authentic. This is an important move for two companies to complement each other’s strength.” said Sheng Fang, Chairman and CEO of Belle Fashion. “Since we became Champion’s partner in 2019, the brand has achieved excellent performance in the China market. Moving forward, with the support from Authentic, we will work together to inject new impetus into the development of Champion in China, continuously enhancing the brand’s influence and market share, and bringing more innovative products and experiences to Chinese consumers. This is also an important step for Belle Fashion to deepen its presence in the sports and casual wear industry.”
As Authentic continues to strengthen Champion’s global presence through its network of best-in-class licensees, the partnership with Belle Fashion signifies continued investment in bringing innovative experiences to the market, ensuring that Champion remains a cultural touchstone.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a unified platform that integrates M&A, licensing, brand strategy and digital innovation to unlock the power of its global portfolio. It connects iconic sports, lifestyle, entertainment and media brands with best-in-class partners to optimize long-term value in the marketplace. Authentic owns more than 50 global brands, generating approximately $32 billion in annual retail sales. These brands have a significant presence in 150 countries, with more than 13,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.
About Belle Fashion Group
A leading soft fashion company and the largest fashion footwear company in China, Belle Fashion Group operates a diversified portfolio of 20 core self-owned brands and partner brands, with product categories encompassing footwear, apparel and accessories for women, men and kids. With a direct-to-consumer retail model, Belle Fashion operates an omni-channel retail network including over 8000 offline stores as well as online operations across various ecommerce platforms and social media platforms. According to Frost & Sullivan, in terms of retail sales value, Belle Fashion has ranked No. 1 in China's fashion footwear market for over a decade. Notably, its market share expanded to 12.3% in 2022. In addition to its strong footwear business, the group has been diversifying its brand portfolio, expanding from fashion into sportswear and casualwear, broadening its business boundaries while strengthening its core capabilities.
For more information, visit bellefashion.com.cn