Baoxiniao Holdings (报喜鸟), a Chinese apparel group, has acquired Woolrich’s intellectual property rights outside Europe and signed a five-year procurement and brand consulting agreement with Woolrich International to ensure global consistency. Baoxiniao will manage Woolrich in Greater China, while local partners will handle other Asia-Pacific markets. Woolrich’s European operations will remain under L-Gam’s ownership. Founded in 1830, Woolrich is a US outdoor brand with products priced between $290 and $1,000. The brand’s main market is Europe, generating 75% to 80% of its revenue through wholesale. Woolrich entered China in 2021 through Lafayette Department Store, but has not opened standalone stores.