Business news : Anta moves into the outdoor sector

One of China’s leading sports brands, Anta, has just launched its first line of outdoor products. They will be sold starting with the 2013 summer season. Much like other domestic sports brands, Anta has been facing big problems recently with inventory excesses and hefty discounts.

The brand shut down 110 shops throughout 2012. Since the outdoor market is still growing rapidly in China, Anta hurried to develop its own offer in the category.

Three years ago, Anta made its first smaller inroads into the outdoor market and even held talks with foreign brands about a possible cooperation. It is, however, just in the upcoming spring that the brand is coming up with a serious attempt to put its fingers on the outdoor business with its own collection.


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