American heritage outdoor brand Woolrich is expanding in China under Chinese apparel group Baoxiniao (报喜鸟), which acquired the brand’s intellectual property rights outside Europe in March 2025. Founded in 1830, Woolrich opened its first directly operated concept store, The Archive, at Shanghai’s HKRI Taikoo Hui (兴业太古汇) on October 13, following a soft opening on September 30. The two-story store combines retail with a heritage exhibition featuring its signature Buffalo Check pattern and Arctic Parka. Baoxiniao will oversee Woolrich’s China operations, product development, pricing, and retail expansion. The brand is also present in four Songtsam (松赞) luxury hotels and plans its first full-scale China flagship in 2027.
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