Bosideng rebranding could just be the Chinese dream in action

Bosideng International Holdings Ltd, one of China's leading fashion retailers, once again finds itself in the news and once again with less than positive media coverage.

As recently as a week or so ago the Shanghai-based clothes retailer, the largest in China with over 13,000 stores, announced it was terminating contracts with its British buyer and design teams. Apparently, Chinese designers based in Shanghai will now replace the British designers and incorporate more Chinese content and style into future collections.

A shift in some manufacturing from Europe back to China was also announced recently.