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Woodland coming to China with Aokang

Woodland has tied up with Aokang International to sell footwear manufactured at its plants in Himachal Pradesh, U'khand and UP at the Chinese co’s multi-brand outlets.

, ET Bureau|
Updated: Feb 14, 2017, 01.08 AM IST
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In the first phase starting in May, Aokang, which has over 5,000 brand stores and owns five footwear brands, will stock Woodland shoes in 150 outlets.
In the first phase starting in May, Aokang, which has over 5,000 brand stores and owns five footwear brands, will stock Woodland shoes in 150 outlets.
KOLKATA: Woodland, the maker of footwear, apparels and accessories, has formed a partnership that will allow it to sell products in about 5,000 retail outlets in China.

In a move aimed at globalising its brand, Woodland has tied up with Aokang International to sell footwear manufactured at its plants in Himachal Pradesh, Uttarakhand and Uttar Pradesh at the Chinese company’s multi-brand outlets.

In the first phase starting in May, Aokang, which has over 5,000 brand stores and owns five footwear brands, will stock Woodland shoes in 150 outlets.

“After testing the market with 150 stores, we shall scale up stocks by September and be available in Aokang stores across China,” said Harkirat Singh, managing director at Woodland.

Woodland will step up production at all three manufacturing units and plans to invest 15%-20% of its annual revenue — `1,200 crore in 2016-17 — to manufacture footwear for the Aokang stores.

Woodland already sells its products in about 1,000 stores globally, including in Hong Kong, Russia and Dubai. That figure will increase to 6,000 stores once it starts sales at all Aokang stores.

“The collaboration helps Aokang to expand existing business scope and channels,” said Zhentao Wang, chairman at Aokang International. “It is also good for the company’s long-term planning and development needed to grow in the global market.”

Woodland will also offer Aokang footwear at its outlets in India and its online platform. The company plans similar collaborations in some South African countries and Canada.

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