Swedish sportswear brand Craft has opened its first flagship store in China.

Founded in 1973, Craft Sportswear is a high-performance brand focused on running, cycling, and cross-country skiing. As a well-known business in Europe, Craft has been expanding across Asia since 2021.

The new store at Taikoo Hui, Shanghai, was called an “exciting milestone” by the Swedish Chamber of Commerce in China.

Craft Sportswear also recently announced itself as the official teamwear partner for Norway’s Winter Olympic and Paralympic teams.

“This milestone marks an exciting step in our global retail expansion – bringing our Swedish performance heritage to Shanghai with a space designed for world champions and everyday heroes,” a spokesperson for Craft Sportswear said.

The Swedish Chamber of Commerce added: “This expansion is well aligned with China’s increasing focus on health, wellness, and lifestyle consumption under the current five-year plan, where sports, outdoor activities, and quality living are actively encouraged.”