Recently, CORA’s Shanghai branch has officially commenced operations, marking the company’s initial strategic market layout across Beijing and Shanghai in both northern and southern regions. In 2014, the southern China market will be a key focus for CORA’s expansion.
Since its founding, CORA has been offering high-quality outdoor products to Chinese consumers, thanks to its unique insight into the outdoor industry and a highly professional team. The company represents well-known outdoor brands such as Patagonia, Gregory, and KEEN. It has offices and directly operated stores in both Beijing and Shanghai, and over 40 quality dealers nationwide. These dealer stores span more than 100 locations across cities and provinces including Beijing, Shanghai, Shenzhen, Heilongjiang, Jilin, Liaoning, Inner Mongolia, Xinjiang, Hebei, Shandong, and Zhejiang. Geographically, CORA has already achieved certain success in the northern market. In the coming years, while ensuring steady development in the north, the company will focus on expanding in the southern market. The opening of the Shanghai office is the first step in this southern strategy.
CORA adheres to a product philosophy centered on quality and environmental sustainability. Its represented brand, Patagonia, is globally renowned for its emphasis on environmental protection and resource conservation. Patagonia, the largest outdoor gear company in the United States, does not prioritize profit as its foremost goal. Instead, it encourages customers to reduce unnecessary consumption, upholding the green philosophy of “Earth First, Profit Second.” All electricity at its headquarters comes from large outdoor solar panels; it initiated a resource recycling campaign in the U.S., turning thousands of tons of recycled cola bottles into new material clothing; and it was the first in the world to impose an “Earth Tax” on itself—donating 1% of global sales to local environmental causes. To date, Patagonia has donated over 40 million USD in “Earth Tax.”
CORA’s other brand, Gregory, is no stranger to outdoor enthusiasts. This American-made master-level backpack brand was founded in 1977 and has since won numerous awards, being chosen by mountain expeditions and U.S. special forces. Gregory emphasizes fit in both design and quality, ensuring that shoulder straps, waistbands, and their positioning, length, and curvature match the wearer’s body, transferring weight to appropriate load-bearing areas and reducing shoulder strain. With outstanding carrying performance, Gregory enjoys a strong reputation in the global outdoor community and is beloved by hikers.
Compared to Patagonia and Gregory, KEEN is a relatively newer American outdoor footwear brand. In 2003, KEEN’s founders designed the first pair of sandals that protect toes during sailing, instantly making KEEN a popular outdoor casual footwear brand in the U.S. It has since gained enthusiastic followings from discerning consumers in nearly 77 countries worldwide. KEEN is committed to innovation, high quality, advanced technology, and comfort, advocating environmental stewardship and upholding noble corporate values. In 2008 and 2009, KEEN twice donated supplies for the Sichuan earthquake in China, and during the 2010 South Asian tsunami, it donated one-third of its annual profits to relevant relief organizations.
Looking at CORA’s full brand lineup, each represents a top-tier outdoor brand of exceptional quality, and also serves as an exemplary model of corporate social responsibility. CORA firmly believes: “We are not just running a business, nor are we solely focused on unrestrained outdoor adventures. Beyond promoting outdoor culture and advocating a healthier, more fashionable lifestyle through high-quality products, we also hope that every follower of our brands will join us in protecting the Earth and caring for society—working together to build a sustainable planet.”