VIVA GOODS Haglofs VASA concept store opened in Shanghai

VIVA GOODS (00933.HK) announced the opening of its Swedish outdoor brand Haglofs' VASA concept store in Shanghai's Shangxianfang.

The group stated that this three-story brand space, covering an area of 698 square meters, is an important initiative for Haglofs to expand into the Chinese market and deepen its local presence. It is also the 21st offline store opened by the brand in mainland China this year.

Haglofs China CEO Jerry Who expressed that the demand for outdoor living among Chinese consumers is shifting from "professional adventure" to "everyday integration." He hopes that this brand concept store will not only serve as a product sales space but also as a communication platform to ignite outdoor enthusiasm and convey an environmental attitude. Consumers can personally experience the brand's iconic functional technology fabric gear here, unlocking a sustainable lifestyle that seamlessly connects "urban and wilderness." The group is very optimistic about the potential of the Chinese market and is committed to providing higher quality products and experiences for Chinese consumers through the establishment of the VASA concept store. In the future, the group will continue to deepen its efforts in the Chinese market, innovating products and services based on local consumer needs, and integrating ESG concepts into more outdoor living scenarios