US-based lighter manufacturing firm Zippo hopes to light up China – not with its lighters but with its fashion.

Zippo will bring its latest fashions in China with 50 stores to open in first- and second-tier cities by the end of 2015.

“We look forward to opening our first Chinese flagship store in Beijing in September this year. Our intention is to have another four flagship stores open by the end of 2012 in Shanghai and Beijing,” said George Duke, owner and chairman of Zippo.

While popularly known as manufacturer of windproof metal lighters, which have attracted a cult, collectible status to the point you can buy fake copy Zippos all over Asia now, Zippo stores in China will be selling new men’s lines including apparel, cologne, watches, belts, outdoor equipment, bags and pens.

“What we will be doing in our new flagship stores in China is to have a brand new line of products that we have diversified into, which is apparel,” Duke said.

The apparel, which will be positioned as something of a hybrid of Eddie Bauer and Abercrombie & Fitch, will be mostly consist of button-down shirts, casual suits, sweaters, jackets, winter coats and jeans.

Duke said that its mainstay product, the lighter, will still be sold in China. In a bid to lure locals, Zippo-manufactured lighters will be designed with Chinese literary classics and zodiac signs.

“If we use Western designs and try to appeal to Chinese consumers, it won’t work. So, we try to make our products more relevant with the preference of Chinese consumers by implementing localisation strategies,” said Duke.

Being its largest market outside the US, China accounted 50 per cent increase in Zippo’s total sales last year. This year, Zippo’s sales in China is expected to grow 10 per cent.

Zippo is also present in other Asian countries including Indonesia, India and Japan.

The brand has faced a considerable challenge as to its future as the smoking population in western nations has declined in recent years, reducing demand for lighters. 

GB