Sequential Brands Group has signed a multi-year deal that will take its Avia sports shoes to Greater China.

Its agreement with Beiying Sports Technology, a manufacturer and distributor, involves the companies developing and distributing men’s, women’s and children’s footwear, apparel and accessories. The new collection will launch this year across all retail channels.

Beiying also plans to open Avia stores, including flagship outlets in key metropolitan Chinese cities, over the next few years.

China is an important market with its growing sports industry, says Sequential’s active division president Eddie Esses.

“With a rich heritage since 1979, the brand resonates extremely well with the Chinese consumer,” says Beiying MD Jinzhang Lin.

Advisory group Symphony Investment Partners, helped the US group with the transaction.
Based in Fujian Province, Beiying is a subsidiary of the industrial group Hengchong.