Avia to expand into greater China

Brand management company Sequential Brands has inked a multi-year agreement with leading sports manufacturer and distributor Beiying Sports Technology Co Ltd to bring its active lifestyle brand Avia to Greater China.

Under the new agreement, Beiying will work closely with Sequential to develop and distribute a line of men's, women's and kid's footwear, apparel and accessories. The new collection will launch later this year across all retail channels. Beiying also plans to open Avia stores, including flagship stores in key metropolitan Chinese cities, over the next few years.

"Avia continues to attract consumers nationwide as one of the leading active lifestyle brands known for its pioneering technology and stylish designs. I'm excited to build on the brand's strong momentum in the US and introduce it to the Chinese market – an important market with a growing sports industry," says Eddie Esses, president of Sequential's active division. "Together, with our new partner, the Avia brand has the opportunity to become a major active lifestyle brand throughout China."

Founded in 1979, Avia is an active lifestyle brand that uses "pioneering technology" for athletic footwear, activewear, and accessories.

"We are pleased to partner with Sequential Brands Group on Avia, an innovative active lifestyle brand," adds Jinzhang Lin, managing director of Beiying. "With a rich heritage since 1979, the brand resonates extremely well with the Chinese consumer."

Symphony Investment Partners, a leading advisory group in the apparel and footwear space, assisted Sequential in the transaction.