Down jacket maker Bosideng banking on premium tag for success

Chinese mainland down jacket maker Bosideng Corp said it plans to transform the majority of its stores into higher-end outlets located in central business districts, as it is bullish on the growing revenue potential of the down jacket market in China.

Founded in 1976 in Changshu, Jiangsu province, Hong Kong-listed Bosideng now has more than 3,000 stores across China, accounting for 4 percent of the domestic market share. It produces one-third of the world's down jackets. The company said it plans to renovate 70 percent to 80 percent of its stores within three years.

The company plans to reopen its flagship store in London, which closed last February due to lukewarm sales. Bosideng said the reopening of the store is an important move for its brand strategy, as it looks to further expand into overseas markets.