White Sierra Makes Push Into China Domestic Market

White Sierra, an outdoor brand with a heritage that extends back 27 years, announces that the company is making a concerted push in the China domestic market, following a successful showing at Ispo China.

White Sierra will be marketing its collection of active outdoor and sportswear apparel in China in 2008. With extensive brand recognition and a track record of more than 2,000 retail locations in the U.S. and Canada, White Sierra is well positioned for growth in China.

“We see great potential in China,” said Larry Tsui, White Sierra VP of Sourcing and the company’s kingpin in China. “Our booth in Beijing was a huge hit, with many retail contacts made that we will be following up on over the next few months.”

“White Sierra has been looking forward to this opportunity to offer our active outdoor apparel and sportswear to the China market. In addition, White Sierra is introducing new accessories including packs, bags and footwear,” Tsui noted.

“I’ve been traveling to China since I was a teenager, and I am personally so excited to see the market for outdoor apparel change and grow,” Tsui said. “The Chinese are now taking two days off a week, and looking for more ways to spend their free time. With this being an Olympic year there is more emphasis than ever on getting outside.”

The push into the retail market will be handled by White Sierra’s Shanghai office, which opened in 2004. Working with the assistance and coaching from the team in Sunnyvale, the China team expects to show at two more outdoor exhibitions and is creating a road team designed to raise awareness of outdoor activities in China. White Sierra presently has more than 25 employees in its California headquarters.

White Sierra has an exciting new collection for Spring 2009, which includes an enhancement of White Sierra’s Earth Friendly Fabrics, including more tops made from White Sierra’s bamboo Bam Bam Weaveâ„¢, Hemp and linen blends, organic cotton and the Soda Bottle Shirtâ„¢ made from recycled polyester.

“The Happy Planet series is part of White Sierra’s efforts to better serve our outdoor customers by offering performance fabrics that have a lesser impact on the earth,” said Al Whitworth, White Sierra Director of Marketing. He added, “White Sierra brings fresh silhouettes to performance, outdoor apparel.”

White Sierra is a Sunnyvale, Calif.-based outdoor apparel brand with a successful heritage of serving the outdoor and sporting goods markets. White Sierra’s consumer looks for apparel that’s versatile enough to work equally well for outdoor and everyday use.

For additional information, visit www.whitesierra.com or call (800) 980-8688.

WHITE SIERRA – THINK OUTSIDE