Timberland plans for retail growth in China

Timberland intends to introduce its range to more Chinese consumers.

Stewart Whitney, managing director of Massachusetts-based Timberland’s Asia Pacific region has commented that the brand, now owned by VF Corporation, intends to open up to 70 new stores each year in China. According to Mr Whitney, the majority of new Timberland stores in the region would be located in tier three cities, although he said that there was still plenty of opportunity in tier one and two cities.
“It is easy to just open lots of stores indiscriminately,” remarked Mr Whitney. “That’s the challenge in China – to balance the tremendous growth potential by distribution, and grow and develop a brand presence. Those two aren’t always aligned.”

Publishing Data

This article was originally published on page 6 of the January 2014 issue of SATRA Bulletin.

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