Retail / news
Xtep opens first Saucony standalone store in Hong Kong, plans further expansion
Chinese sportswear group Xtep International has launched Saucony's first directly operated store in Hong Kong, signalling a push to establish the premium running brand in the city's prime retail locations as market sentiment improves.
Xtep International, the Chinese sportswear maker known for its mass-market running shoes, has opened Saucony's first standalone store in Hong Kong at the K11 Art Mall in Tsim Sha Tsui. The outlet marks Saucony's first directly operated store in the city after Xtep completed a buyout of its joint venture with Wolverine World Wide in early 2024.
The acquisition, valued at about US$61 million, gave Xtep full control of Saucony's intellectual property rights and regional operating entities in mainland China, Hong Kong, and Macau. The move positions the premium running brand for targeted expansion in Hong Kong and Macau, where its higher-end positioning is considered a better fit compared to Xtep's core mass-market label.
While Xtep's flagship brand is leading the group's expansion into Southeast Asia, executives indicated that Saucony will remain focused on Hong Kong and Macau. The company is eyeing additional prime retail sites in the city as improving sentiment draws retailers back to key shopping districts.
The opening at K11 Art Mall reflects a broader strategy to use Hong Kong as a showcase market for Saucony, allowing the brand to build premium visibility before potential further regional growth. Xtep's move underscores a trend of Chinese sportswear groups leveraging acquisitions to capture higher-margin segments in competitive markets.