One of the mainland's leading brands of trendy sportswear, Xtep, has set its sights on the vibrant retail market in Hong Kong. Owner of the brand Xtep International Holdings has established a retail operation in the city and will embark on major expansion in the next few years. It aims to boost the workforce at its Hong Kong operation by recruiting more designers and specialists in distribution, wholesaling and brand retailing, says Terry Ho Yui-pok, chief financial officer of the sportswear company. Xtep's team for the brand retailing and product development operation in Hong Kong consists of designers, global marketing specialists, retailing managers and finance specialists. It has opened three retail outlets as part of the Disney Sport brand here.
"We are implementing a multibrand business expansion strategy and aim to expand our retail sales in Hong Kong and the Greater China region, and then diversify sales into overseas markets," Ho says.
The company plans to strengthen the workforce at its Hong Kong operation first. "Our Hong Kong operation functions like a platform for overseas retail sales expansion," he says. "The experience and expertise we are developing through operating retail outlets in Hong Kong are expected to help facilitate our sales diversification into overseas markets through partnership and franchising arrangements with local distributors."
Specialising in fashionable lifestyle and sportswear clothing, footwear and other accessories, the design team of Xtep develops its product lines and collections based on themes. Featuring the brand's combination of high levels of functionality and stylish designs, all items in the same collection complement each other.
The company seeks to recruit more designers who are versatile in developing designs of clothes and other accessories, and have about five years of work experience in the fashion industry.
"Individuals should possess acute alertness to international fashion trends," Ho says. The designers based in Hong Kong are expected to work closely with the 500-strong R&D (res