Anta launches 1st directly operated US store in Beverly Hills

Chinese sportswear company Anta has opened its first directly operated North American store in Beverly Hills, marking a strategic pivot from traditional export and distributor-led approaches to a direct-to-consumer retail model in the U.S., according to a company press release. The approximately 3,000-square-foot flagship, which opened February 13, is Anta’s first self-operated retail presence in the U.S. market and signals the brand’s ambition to control its own narrative. Shift to direct control The Beverly Hills launch reflects Anta’s transition to what the company calls a “Brand + Retail” model, designed to enhance brand independence, drive product innovation, and communicate cultural identity without intermediaries. This approach contrasts sharply with the distributor partnerships that have historically enabled Chinese brands to enter Western markets with lower risk but limited control. The store’s design concept, described as “Eastern aesthetics, global expression,” incorporates Chinese red accents and minimalist architectural elements alongside American lifestyle references. The space showcases Anta’s core product lineup, including the Kai series, Hela lifestyle collection, and performance footwear models emphasizing the brand’s “Intelligent Manufacturing from China” positioning. Athlete partnerships and community engagement Anta timed the opening to coincide with announcements, including a lifetime partnership with NBA player Klay Thompson, whose signature footwear and apparel will launch through the store. The brand’s global ambassador Kyrie Irving attended the grand opening, with his Chinese New Year Kai 3 release generating buzz during the soft opening period. Beyond product sales, Anta positions the flagship as a “Sports Lifestyle Hub” hosting running clubs, basketball culture events, and technology workshops to build direct relationships with North American consumers. Anta brand CEO Samuel Tsui framed the opening as a vehicle for cultural exchange, stating that directly operated U.S. stores allow consumers to experience Chinese innovation and culture through products and retail environments. The Beverly Hills flagship signals Anta’s broader ambition to evolve from a domestically focused Chinese brand into a global sportswear competitor with direct market presence in key international territories.

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Anta launches 1st directly operated US store in Beverly Hills