Embracing nature and loving the outdoors, outdoor sports have increasingly become a popular lifestyle and are favored by more and more people. For those who are professionally passionate about outdoor activities, good gear is not just about professional protection, but also about providing greater comfort and helping them perform at their best. In the “month of the apocalypse” of 2012, the Swedish outdoor brand ROYALWAY (MeiHu) opened two new stores in Nanjing, the ancient capital of the Six Dynasties, bringing more choices to fans of the ROYALWAY brand and gear enthusiasts who are passionate about outdoor sports.
In English, “ROYAL” means royalty or king. For mountaineers, the path to reaching the summit is like climbing a “king’s road,” where those who succeed become their own “kings.” The Swedish outdoor brand “ROYALWAY” is the interpreter and guardian of the warriors on this king’s road. Originally, ROYALWAY mainly produced climbing and skiing apparel, offering mountaineers and skiers the most comprehensive professional protection. Today, ROYALWAY has a very broad product line. The outdoor products sold in China include: down jackets, ski suits, windbreakers (jackets), softshells, fleece, shirts, T-shirts, pants, backpacks, tents, and various small accessories.
Since its launch in China, ROYALWAY has garnered significant attention. Its simple and eye-catching mountain-shaped brand logo leaves a lasting impression on anyone who sees it and is gradually becoming the go-to equipment for professional outdoor sports. The reason ROYALWAY is loved by outdoor enthusiasts lies in its “top-tier materials, professional design, and exquisite craftsmanship.” ROYALWAY extensively uses the world’s latest fabric technologies, materials, and production techniques — from fabric sourcing to accessory selection. It has consistently adopted high-quality, high-tech functional materials such as TORAY fabrics, VENTAIR super windproof and waterproof materials, and super sweat-absorbent CoolMax materials, all of which offer strong waterproofing, wind resistance, breathability, and moisture-wicking properties, fully supporting outdoor activities in harsh and ever-changing weather. Laser computer cutting, bonding, and THERMAL COMFORT technologies further enhance the performance of fabrics in clothing and gear.
ROYALWAY has a professional and mature product production line. Years of experience in designing and manufacturing high-altitude climbing and ski wear have made ROYALWAY a truly deserving “king” brand in the outdoor industry. Its products are also deeply loved by explorers, hikers, and mountaineers. Whether it’s the cold winter or the scorching summer, various types of professional functional outdoor clothing, footwear, and gear are favored by many outdoor enthusiasts.
In terms of production and R&D, innovation and versatility have always been the development goals pursued by ROYALWAY. It remains committed to a people-oriented product development philosophy, breaking away from conventional design patterns, and continuously innovating to develop the next generation of functional outdoor clothing and gear. This provides outdoor enthusiasts with 360-degree all-weather professional protection while also meeting the needs of urban daily wear.
In terms of style, ROYALWAY advocates the beauty of harmony and simplicity between humans and nature. Its design style continues the aesthetics of Nordic design — simple, bright, practical, and less flashy. The color palette is vibrant yet fresh and elegant, featuring classic deep red, warm mint green, and dreamy cobalt blue like a painter’s palette. Each product delivers a visual impact with its colors while remaining calm and composed. This philosophy coincides with traditional Chinese aesthetics, helping ROYALWAY stand out among many outdoor brands.
In just three short years since entering China, ROYALWAY (MeiHu) has achieved rapid and steady growth. It has now completed the development of its talent pipeline in China, built a standardized and efficient brand operation and management system, and laid the foundation for market channels and supply chain integration. Its sales network covers first- and second-tier cities in the northeast, northwest, east, and southwest regions. The opening of its store in Nanjing Xinbai Mall brings a fresh wave of outdoor fashion to Nanjing’s Xinjiekou commercial center, providing outdoor enthusiasts who love the ROYALWAY brand with more convenient shopping options. The new store continues the brand’s unified red-and-white theme, matching the ROYALWAY logo. White symbolizes snow-capped mountains, representing a natural and pure outdoor life, while red symbolizes a strong inner drive, the fiery passion, and the eternal pursuit of exploring the outdoors. Paired with stunning visual wall designs, the store exudes simplicity and grandeur.
China’s outdoor sports industry is in a period of vigorous development. More and more people are falling in love with outdoor activities, and ROYALWAY ensures they can fully enjoy the fun that outdoor sports bring. Let’s all fall in love with ROYALWAY and embrace the new lifestyle it offers.