Relaunch of London flagship store, "the world's leading down jacket expert" Bosideng is unstoppable

On October 7th 2022, the Bosideng London flagship store in South Molton Street fully completed its upgrade and renovation for a grand re-opening. Customers worldwide witnessed this event together, praising Bosideng's move to the international stage while appreciating the powerful charm of "the world's leading down jacket expert".

Exterior view of the Bosideng flagship store in London.

The event kicked off quite literally with a freestyle football player and professional dance group dressed in Bosideng's new lightweight down jackets showcasing what can be achieved when wearing them. Bosideng believes that its products should complement people’s lifestyles, hobbies and interests rather than stifling them, which is why it was essential to show how easy it is for people to move, dance and play sports in Bosideng’s jackets.

The flagship store was renovated to take on a new modern look, with an interactive brand culture experience area, so that all guests could immerse themselves in the unique "warm culture" of Bosideng. In addition, there were several opening ceremony activities filled with exploration, science, technology and fun.

Activity map of the opening event.

Bosideng London's flagship store is located just outside Bond Street Tube station, a short walk from London's landmark Oxford Street. The store has created several multi-functional experience areas, integrating immersive shopping and family exploration activities for adults and children. One example is the state-of-the-art snow room. The snow room can reduce the indoor temperature to below freezing so that customers can be immersed in the cold while testing the thermal function of the Bosideng down jacket to the limit.

Bosideng is committed to making shopping a unique experience and encourages families to explore, with lots of exciting activities for adults and children taking place within the store throughout the year.

Bosideng London flagship store has made great efforts to redefine its interior design. The store has a total of four floors, the ground floor and the first floor showcases Bosideng’s clothing and several categories of new products, some of which are exclusive to the UK market, customers who visit the store will be the first to see the latest Bosideng collections;

The second floor is the Bosideng brand archive, where you can see a breakdown of the technology that goes into Bosideng products as well as a museum-like experience of the brand's history.
Through the founding process, customers can experience the history of Bosideng, or explore the secret product features in Bosideng jackets, such as our "black technology".

It can be said that the relaunch of Bosideng's flagship store in London shows the brand's determination to establish itself in the UK market. Since its establishment 46 years ago, Bosideng, adhering to the original intention and mission of "warming the world", is committed to becoming the world's most respected fashion functional clothing group, based on international business, and firm brand confidence, and continues to lead the industry innovation.

ESG (Environmental, social, and corporate governance) has become the framework for enterprises aiming to become environmentally and socially responsible, and Bosideng leads the sustainable global fashion.
Through the grand relaunch of the flagship store in London, global customers have seen the strength and determination of the Bosideng brand. Bosideng has not only focused on its brand leadership and product research and development, but also provided a model for the down jacket industry to boast rapid development while maintaining sustainable fashion successfully.

Bosideng is proud to be an industry leader in a sustainable fashion. In February this year, the MSCI ESG rating of Bosideng was upgraded to BBB, the highest MSCI ESG rating in the domestic textile and apparel industry. Earlier, Bosideng released its sixth ESG (Environmental, Social and Corporate Governance) report for fiscal year 21/22, which made remarkable achievements and fully reflected the brand's spirit of getting things done.

Bosideng released the carbon emission data of the value chain for the first time, and formulated the three approaches to carbon reduction, namely the "net zero journey". The brand will achieve its goal through three levels: first, it will improve energy efficiency in its operations and supply chain; Second, by scaling up the use of renewable electricity in its operations; And finally, by following the concept of sustainable fashion and exploring environmentally friendly fabrics to create more with less.

It is understood that Bosideng has set up an energy conservation and environmental protection team led by the vice president to cooperate with the energy and environmental protection office to jointly promote energy conservation and environmental protection issues. This includes collaborating with suppliers to improve production technology and promote green production. At the same time, we will continue to increase investment in clean energy. For example, the brand has installed photovoltaic power generation equipment on the roof of a warehouse in East China. As a result, in 2021, PV generated 934 MWH in Huadong warehouses, accounting for 23% of the electricity consumed in Huadong warehouses.

Bosideng also applies green design and green raw materials to its products. By reusing and spin blasting the recycled polyamide, the company successfully developed 3D down fabric independently, effectively reducing the dependence on fossil raw materials. DupontTM Sorona fibre, a new environment-friendly fabric widely used by Bosideng Clothing in recent years, is a further attempt to bring green fabric to the industry with pure natural plant ingredients as the core raw material and has excellent functions such as anti-drilling velvet, good air permeability, good moisture permeability, lightweight and heat preservation.

Bosideng continues to exert its strength on the social level, creating value for society by acting as an enterprise found in China. In recent years, the brand has continuously improved down jacket testing standards, down jacket industry raw material standards, and led the down jacket industry by promoting quality improvement.

In addition to the quality of raw materials, Bosideng works with suppliers to protect workers' rights and interests from a people-oriented perspective, comprehensively protect employees' rights and interests, improve professionalism, and promote the systematic and standardized development of the down jacket industry.

For Bosideng, employees are the most critical asset of the company and the closest partners on the road to development. The brand helps its employees by offering a range of benefits from vocational skills improvement, implementing an employee equity incentive plan, the development of a results-oriented assessment mechanism, and more. In addition, Bosideng aims to stimulate the enthusiasm of employees, improve their professionalism, and help our employees fully realize their potential.

Through joint efforts from top to bottom and from inside to outside, Bosideng has taken a solid step on the ESG road. ESG management highlights the resilience of Bosideng, maximising the brand to win commercial value and social recognition, and setting a benchmark for the growth and development of the international down jacket industry.

With professional science and technology to achieve innovation, Bosideng has created many strong products.

Over the years, with professional science and technology, Bosideng has broken through the traditional category limitations in the down jacket market and continuously innovated in categories and products, so that more than 200 million people across the globe are wearing them.

In category innovation, Bosideng has built a down trench coat and assembled 11 technical personnel and 6 divisions. After one year of sample selection, research and development, testing and adjustment, Bosideng has comprehensively upgraded the down trench coat from three dimensions of fabric, pattern and function, creating the innovative possibility of category in the down jacket industry.

After upgrading trench coats with two innovative custom fabrics the “Pro - Proof fabrics” and building silhouette “plaid fabrics”, we break the traditional single fabric bottleneck of down jackets; In terms of pattern, the newly upgraded windbreaker down jacket adopts two pattern designs, classic fit version and loose volume small profile, to meet customers’ different body types of wear needs; In terms of function, Bosideng has also upgraded the windbreaker down jacket, endowing it with six functional features, such as stronger waterproof, stronger windproof, stronger wrinkle resistance, stronger breathable, new oil resistance and stain resistance, stronger comfort and warmth. The waterproof index increased by 15% compared with last year, the windproof index increased by 28% compared with last year, the breathable index increased by 30% compared with last year, and the thermal resistance rate increased by 10%.

Bosideng’s latest innovation is the newly launched Dengfeng series, which achieved brand-new breakthroughs in down, fabric, auxiliary materials, process, technology and more. The Dengfeng 2.0 series implements a number of "firsts" regarding tech that has been applied to clothing, further showcasing the research and development strength of Chinese brands. The Dengfeng 2.0 series integrates Beidou satellite navigation and 5G communication technology into one, creating the first application of the "China Beidou Satellite Navigation System" in the field of down jackets and ensuring the safety of people who wear our jackets while hiking, or participating in extreme outdoor sports. The Dengfeng 2.0 series also uses several "black technologies" in thermal performance. It is integrated into the four-fold temperature control thermal technology, the heating effect is 14% higher than the national standard, and outdoor sports are warmer; It is the first time to apply aviation technology materials in the clothing field. Even in an icy and hot environment, it can maintain a constant body temperature of 31℃-33℃.

We believe that with this Dengfeng series, you can see the strength of our research and development and investment in the latest technology and innovation. Since its inception, Bosideng has won the recognition of global customers with its innovative fashion and has been featured in the three primary international fashion weeks of New York, Milan and London, leading the development of the industry.

Starting with the reopening of the flagship store in London, Bosideng looks to the future and will use its experience in the overseas retail market to develop more functional and innovative, high-quality, green and energy-saving products, export outstanding brand value to the world and consolidate its position as the world's leading down jacket expert.