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Bosideng's misfire in London reveals Chinese fashion's image problem

The maker of down jackets puts international expansion on hold after closing its unprofitable London store

Published Thu, Jul 27, 2017 · 09:50 PM
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Shanghai

SELLING upscale apparel in London and New York shouldn't have been so hard - at least that's what Chinese clothing maker Bosideng International Holdings Ltd predicted when it tried to go global in 2012.

Bosideng, which makes down jackets for giants including Adidas AG, was the most successful outerwear supplier in China when chairman Gao Dekang opened a £35 million (S$62.5 million) store in London's Mayfair.

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