Chinese sportswear company Xtep International has inaugurated the first standalone Saucony store in Hong Kong, marking a key step in the brand’s regional expansion strategy. The new outlet, located at K11 Art Mall in Tsim Sha Tsui, represents Saucony’s initial directly operated retail presence in the city following Xtep's full acquisition of the Saucony business across mainland China, Hong Kong, and Macau.
Xtep secured complete control over Saucony’s intellectual property rights and regional operations through the buyout of its joint venture with Wolverine World Wide, a deal valued at approximately US$61 million completed in early 2024. The company views Hong Kong as a strategically important market, with plans to continue seeking prime retail locations in the city’s core shopping districts.
Group CEO Tian Zhong emphasized the firm’s confidence in Hong Kong’s retail environment, noting that the city serves as a showcase market for the premium running brand. While Xtep’s flagship label is driving broader expansion in Southeast Asia, executives said Saucony will maintain its exclusive focus on Hong Kong and Macau, where it fits a higher-end positioning compared to its mass-market appeal on the mainland.
The store launch coincides with signs of recovery in Hong Kong’s retail sector, as mainland Chinese shoppers gradually return amid improving market sentiment. Industry analysts from Midland Realty forecast a 10 percent increase in retail transactions during the latter half of 2026, supported by rebounds in tourism and dining activities.
The opening ceremony was attended by Xtep founder and chairman Ding Shuipo along with family members involved in company leadership, including Ding Lizhi, chief financial officer, and Annie Ding, general manager of Saucony China. Ding Lizhi stated that planning for the Hong Kong store began in 2023 shortly after acquiring Saucony but was delayed by the typically longer lease negotiations in the city and the desire to select a location that aligns with the brand’s premium profile.
Regarding future expansion, the company indicated no immediate plans to extend Saucony’s footprint into other Asian markets but will continue to monitor acquisition opportunities within its broader portfolio strategy. Tian underscored a cautious approach to store openings, focusing on performance and productivity rather than rapid growth. On the mainland, Saucony operates over 170 standalone stores and expects to add 20 to 30 more this year, prioritizing quality and efficiency.
The move reflects a broader trend among Chinese sportswear firms, which are increasingly acquiring established international brands to diversify their offerings and navigate intensifying domestic competition.