The Danish outdoor company Nordisk, together with K2 Korea and BA Capital, founded a strategic joint venture in China. The aim of the cooperation is to establish Danish outdoor and lifestyle products on the Chinese market. The partners bring different strengths: Nordisk stands for Scandinavian design and high-quality outdoor products, K2 Korea for technological expertise in design, production and retail, BA Capital for profound market skills in China.
“This collaboration brings Danish innovative strength, Chinese market knowledge and Korean technology expertise in the categories shoes, clothing and outdoor equipment to use new opportunities in one of the most dynamic markets in the world,” says the company.
The first Nordisk fire stores in China are scheduled to open this year. The range will include a complete outdoor portfolio: clothing, equipment, shoes, bags and accessories. The partners want to build on the successful model in South Korea, where over 100 Nordisk stores have been opened in the past 30 months.
“It is a common commitment to create something new,” continued the companies. The declared goal: inspiring people, going out into nature – and thus improving their quality of life sustainably.
Nordisk was founded in 1901 and stands for functional Danish design that appeals to both occasional hikers and extreme adventurers. The so-called “hygge factor”-the typical Danish attitude to life of cosiness and closeness to nature-is also to be experienced in China.
The joint venture is intended to serve as a platform for long-term growth and innovation-with the aim of developing into an important brand in the Chinese outdoor market.
