From February 22 to 25, SALEWA, the ever-soaring eagle, once again landed at the China National Convention Center in Beijing, carrying its black-and-yellow brand logo in its talons. With an exhibition booth spanning over 150 square meters, the brand showcased its full range of five product lines: alpineXtrem pro (professional extreme mountaineering series), alpineXtrem (extreme mountaineering series), Alpine Active (sport mountaineering series), 5Continents (urban, travel, and casual series), and LA MANO (fashion and climbing series). It is currently the only outdoor brand with a complete range covering all categories.
According to Yao Zhenyu, Business Development Director of Inspire Trade (Beijing) Co., Ltd., SALEWA plans to open 100 new stores nationwide in 2012. "In fact, our store expansion is not particularly fast. We aim to open the right stores, in the right locations, with the right partners, so that every customer who walks into a SALEWA store can feel the brand’s unique DNA through what they see, hear, and touch. We’re not focused on our competitors, but on our products. The SALEWA brand stands for quality, and we prioritize quality and innovation above all else," said Mr. Yao.