Eco-retail, alpine allure: Arc'teryx and Burberry fuel China’s love of winter sports

What happened Arc’teryx is taking retail experiences to new heights with the launch of Arc'teryx Museum, described as the world’s largest eco-experience flagship store. Opened on January 20 on Shanghai’s Nanjing West Road, the store draws inspiration from the coastal mountains of Vancouver, Canada. Its decor resembles mountain soil, cliffs, and jungle vines. As shoppers hike up the four-story building, they can browse various themed sections, including the Arc'teryx ReGear apparel repair area, where they can receive free maintenance for worn clothing. On February 4, Arc'teryx Museum will also unveil an exhibition dedicated to the evolution of its Alpha SV hardshell jacket. A special dragon-themed Alpha SV series for the upcoming Chinese New Year is currently going viral in the country, with the retail price on some retail platforms jumping from 8,200 RMB ($1,143) to 12,000 RMB ($1,673), according to Global Times. The Jing Take The store launch comes as the Canadian outdoor apparel brand forges ahead in the Chinese market with creative marketing and retail initiatives. On December 21, Arc’teryx released a documentary titled The Taoism of Ski Mountaineering, covering the personal narratives of several pro skiers. From October 25 to December 25, the brand also hosted a touring film exhibition across locations in China to promote its “No Wasted Days” brand campaign. The film showcase highlights how mountaineers can repurpose the brand’s signature shell jackets as tents. But athletic brands aren't the only ones cashing in on China’s outdoor sports craze. On January 10, British luxury house Burberry opened a limited-time boutique at a popular skiing destination in Chongli, Hebei province. Set against a snowy haven, the store spotlights the brand's 2024 Lunar New Year collection and features a temporary coffee shop called Norman's Café, which offers a range of classic British dishes. Since the Beijing 2022 Winter Olympics, China’s appetite for winter activities has turned ravenous, with skiing driving the bulk of this market. According to the China Tourism Academy, during the 2024-25 ice and snow season, China's winter leisure tourism sector is expected to generate revenue of more than 720 billion RMB (around $107 billion) from over 520 million visitors. Given this trend, global brands with winter equipment and capsule collections are benefiting. Arc’teryx, for example, posted China revenue growth of 62 percent in the nine months ended September 30, 2023, compared to the same period in 2022, totaling $452 million. That month, the number of registered Arc’teryx members in China surpassed 1.7 million, up from just 14,000 in 2018. With the 2025 Asian Games scheduled to take place in Harbin, now emerging as one of the hottest snow destinations of the season, winter-related consumption in China could surge again — a boon for brands that are well-prepared. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Eco-retail, alpine allure: Arc'teryx and Burberry fuel China’s love of winter sports

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Published January 24, 2024

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Eco-retail, alpine allure: Arc'teryx and Burberry fuel China’s love of winter sports