news release
FOR IMMEDIATE RELEASE
News Media: Kirk Saville, (336) 519-6192 Analysts and Investors: T.C. Robillard, (336) 519-2115
HANESBRANDS AND BELLE INTERNATIONAL ENTER LICENSING AGREEMENT TO INTRODUCE CHAMPION FOOTWEAR AND ACCESSORIES IN CHINA
Partnership combines the power of the Champion brand with Belle’s extensive retail network, e-commerce expertise and supply chain capabilities
WINSTON-SALEM, N.C. – (Feb. 26, 2021) – HanesBrands and Belle International today announced a licensing agreement that will introduce a line of Champion footwear and accessories to consumers in China next year.
Under the agreement, Belle will distribute the new collection designed specifically for consumers in China through its countrywide retail network and e-commerce platform. The Champion product range will tap into the brand’s aesthetic and be available by June 2021.
“We’re thrilled to expand our long-term distribution relationship with Belle to include a license for footwear and accessories in China, said Jon Ram, group president of global activewear for HanesBrands. “Belle has demonstrated vast capabilities across brick-and- mortar retail, e-commerce, consumer insights and supply chain – and we’re confident the partnership will further accelerate the global growth of the Champion brand.”
Fashion Clothing, a Belle International company based in Shanghai, has been a strategic partner for the Champion brand since June 2019. The company operates hundreds of Champion-branded brick-and-mortar and official online stores on leading e-commerce platforms, including Alibaba Group’s TMALL, JD.com and VIP.com.
“We see outstanding potential for Champion in the large, growing market in China, and Belle International’s long history of serving consumers in the country, extensive nationwide store network and cross-category supply chain capabilities make us complementary partners,” said Fang Sheng, executive director and president of the footwear and new ventures business group for Belle International. “We look forward to bringing Champion’s exciting products to consumers in China for years to come.”
Terms of the agreement, expected to become effective in January 2021, are not being disclosed.
Belle International Established in 1992, Belle International is China’s leading fashion and sports footwear, apparel, and accessories conglomerate. As an operator of China’s largest directly-controlled fashion and sportswear retail network, Belle International has built a store network of approximately 20,000 points of sales across more than 300 cities in China. In recent years, Belle International has also developed its digital retail network consisting of proprietary and partner platforms. Belle International's integrated proprietary brands business is uniquely positioned to respond to ever-changing market trends with its vertically-integrated, rapid- response supply chain. Its sportswear retail and service platform, Topsports, is a strategic partner in China to leading global sportswear brands.
HanesBrands HanesBrands (NYSE: HBI) is a socially responsible leading marketer of everyday basic innerwear and activewear apparel in the Americas, Europe, Australia and Asia-Pacific. The company markets T-shirts, bras, panties, shapewear, underwear, socks, hosiery, and activewear under some of the world’s strongest apparel brands, including Hanes, Champion, Bonds, Maidenform, DIM, Bali, Playtex, Bras N Things, Nur Die/Nur Der, Alternative, L’eggs, JMS/Just My Size, Lovable, Wonderbra, Berlei, and Gear for Sports. More information about the company and its award-winning corporate social responsibility initiatives may be found at www.Hanes.com/corporate. Visit our newsroom at https://newsroom.hanesbrands.com/. Connect with the company via social media: Twitter (@hanesbrands), Facebook (www.facebook.com/hanesbrandsinc), Instagram (@hanesbrands), and LinkedIn (@Hanesbrandsinc).
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