Can Baozun transform Sweaty Betty’s China fortunes?

Another global name appears to have joined the growing portfolio of Chinese e-commerce group Baozun. According to multiple media reports, British activewear brand Sweaty Betty, known for its premium women’s athleisure, has entered into a partnership with Baozun for its China business. As of publication, Baozun has not responded to Jing Daily’s request for comment. If confirmed, this would mark the company’s third major international acquisition. On November 8, 2022, Baozun announced its purchase of Gap’s Greater China operations. Less than a year later, on August 28, 2023, the company entered into a strategic partnership with Authentic Brands Group to manage the Greater China operations of heritage British rain boot label Hunter. Often dubbed the “British Lululemon,” Sweaty Betty has focused on high-end activewear for women since its founding in 1998. The brand entered the China market in 2021, but its performance has been underwhelming. By 2023, Sweaty Betty shuttered its only standalone store in mainland China, effectively severing its physical connection with local consumers. Premium pricing in a competitive landscape On its Tmall flagship store, the brand’s pricing remains firmly in the premium bracket, with cropped leggings retailing for around 950 RMB ($133) and short-sleeve tops ranging between RMB 300 ($42) to 500 RMB ($70). Baozun has long positioned itself as a leading player in China’s e-commerce services sector. Since its founding in 2007, the company has helped global brands establish and grow their presence in the Chinese market through end-to-end solutions, omnichannel operations, and technology-driven support. In 2015, Baozun went public on the Nasdaq. Beyond its roots in e-commerce services, Baozun has long signaled ambitions that go beyond simply “selling for brands.” The company aims to build deeper, longer-term partnerships, a shift that took formal shape in November 2022 with the launch of its “brand management” division. By acquiring international labels, Baozun has positioned this new arm not as a departure, but as a strategic extension of its core digital infrastructure. From supply chains to consumer data, content creation to omnichannel distribution, Baozun’s goal is to offer a full-stack operational model tailored to global brands entering China. The addition of Sweaty Betty marks a significant expansion of this evolving business, and a step further into lifestyle-driven brand building. Gap’s success formula and Hunter’s global expansion According to Baozun’s Q4 FY2024 earnings report released in March this year, its brand management segment generated RMB 500 million ($70 million) in revenue, up 17% YoY. Gap’s offline retail operations expanded quickly, with 16 new stores opened in 10 Chinese cities during the quarter, alongside a localized push that included a collaboration with the Palace Museum in Beijing. Meanwhile, Hunter opened its second store in Shanghai and made its first move into the Malaysian market. Presently, Gap caters to the mass market, while Hunter focuses on the outdoor segment. With the addition of Sweaty Betty, Baozun is now positioned to enter the premium activewear space, a category it has not previously touched. A local rollout of Sweaty Betty’s brick-and-mortar presence in China seems likely, as the group looks to deepen consumer engagement through in-market experiences. Still, competition in China’s high-end activewear market is fierce. Established names like Lululemon, Alo Yoga, and Vuori have already carved out strong followings. For Sweaty Betty to evolve into a cornerstone of Baozun’s brand portfolio, it will need to overcome both brand awareness gaps and entrenched consumer loyalties, a task that’s far from easy.

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Can Baozun transform Sweaty Betty’s China fortunes?