Seattle, Wash.– Nikwax has announced a new partnership with a leading outdoor distributor in China, Beijing Travel Mouse Outdoor Company (BTMOC). BTMOC is led by entrepreneur Zhang Heng, the founder of China’s premier outdoor specialty chain known as Sanfo. Nikwax’s first appearance in the Chinese market will be in Sanfo’s 30 storefronts. This instant immersion in the market gives Nikwax a crucial and strong foothold in China, making Nikwax the most widely available aftercare in not only China, but also worldwide.
“We are very enthusiastic about this partnership with the BTMOC and Sanfo,” said Chas Fisher, global brand director for Nikwax, Ltd. and president of Nikwax, N.A. “In partnering with this reputable and capable distributor, we’ve dramatically increased our customer base in the global outdoor space. BTMOC is a first-rate organization, with solid leadership, great brands and an ambitious, yet achievable, growth strategy. We look forward to working with them for continued and future success.”
According to Zhang Heng, “The Chinese outdoor market is growing rapidly -- over 500-percent in 10 years. With the increasing number of outdoor enthusiasts in our country, we anticipate the growth will continue. I believe this will be a long, fruitful and pleasant cooperation with Nikwax.”
The Nikwax/BTMOC partnership is effective immediately, but the brand will be officially launched for broader Chinese distribution at the Asia Outdoor Trade Fair, in Nanjing, Jiangsu, on July 28-31, 2010. Nikwax is committed to rigorous training and aftermarket care education to ensure a successful introduction to the Chinese retail staff and consumers.
