Chinese Brand Bosideng Heads to Union Square, Then the Rest of the U.S.


Bosideng

Bosideng, the 22-year-old Chinese label whose advent into Western markets we’ve been following for some time, is finally making its New York debut.  And what’s a more topical way to accomplish that than a store-within-a-store pop-up shop?  For Bosideng, the right place at the right time was Rothman’s, the men’s specialty retailer in Manhattan’s Union Square, oft-frequented by shoppers like Bill de Blasio.

The men’s lifestyle label, which is comparable to Hugo Boss, is the first Chinese men’s brand to enter the U.S. at its level.   The hope is to open more pop-up locations in Los Angeles, Miami, and Las Vegas, and eventually build a flagship location, most likely in New York.  For now, Bosideng will continue to enter the market via wholesale, at another 15 or 20 retailers besides Rothman’s.

Bosideng, which is manufactured in Portugal, not China, opened a London flagship — an expensive architectural curiosity — in 2012.   No word on whether founder Gao Dekang will maintain a residence at the top of the New York outpost as well, but if he does, hopefully the building will be at least as interesting as its counterpart in London.