At the recently concluded ISPO Beijing Exhibition, SCALER’s 2019 spring/summer outdoor products once again anticipated and led the seasonal trends. As a rare brand in the outdoor field that seamlessly blends fashion with functionality, SCALER has not only introduced more fashion-forward and serialized product lines this year, but also relocated its brand headquarters to the E50 Art Park, adjacent to Beijing’s core new development zone. This move will further infuse the brand with growth potential in the fields of fashion and art. The new office space is a standalone building covering over a thousand square meters, filled with greenery and outdoor elements. In addition to serving as the headquarters for SCALER’s operations, it is also planned to become a core user interaction center and a product sample display and testing center for the brand, better serving the growing number of people who love and join the outdoor community.
“Every relocation is for the better!” With each move, Ms. Zeng Hua, the founder of the SCALER brand, feels an even greater sense of mission. It is reported that over the past 15 years, SCALER has undergone three major relocations. Since moving its brand headquarters to Xidawang Road in Beijing’s Chaoyang District CBD in 2012, it has pioneered the first outdoor lifestyle flagship store model in the industry centered around this area. By the end of 2018, it had hosted countless types of outdoor public welfare classes, outdoor sharing and exchange meetings, and book and photography exhibitions, becoming a gathering place for outdoor enthusiasts that influences the Beijing CBD area. This relocation is partly due to the renovation of the original office address, and partly because SCALER’s brand influence has gradually expanded, necessitating higher requirements for the office environment to achieve better development. Ms. Zeng Hua also explained, “This relocation is for better development and for better communication of outdoor culture and lifestyle. We will use this base, with its freer and more shareable space, to invite more people to join us in exploring the outdoors and setting off in a new state!”
In recent years, SCALER has carved out a differentiated path in the outdoor field with its SCALER travel series products focusing on outdoor quality of life, and its SCALER+ series leaning more towards urban functionality. At the recently concluded ISPO Beijing Exhibition, the SCALER+ 2019 spring/summer series once again won industry recognition for its bold color schemes and fashionable, functional individuality.
Facing the new landscape of the outdoor retail industry in 2019, SCALER believes that everything begins with travel, but goes far beyond it. Travel fashion will gain increasing attention and become part of one's lifestyle attitude. To this end, SCALER has defined the product theme for 2019 as “New Frontier,” aiming for a comprehensive upgrade in design, technology, craftsmanship, silhouettes, and accessories. It focuses not only on outdoor lifestyles and travel methods but also fully considers the shaping of aesthetics and substance, ushering in an era of personalized outdoor products. It is reported that in the 2019 spring/summer season, SCALER’s windbreakers and stretch windbreakers will be upgraded once again, featuring not only groundbreaking UV100+ sun protection technology, but also more futuristic dynamic stripes and prints that challenge traditional perceptions of outdoor travel gear.
