Australia’s Volley expands in China market
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Australian shoe brand Volley will open 50 stores in China following a surge in online demand.
The 79-year-old brand became unexpectedly popular after Mandopop diva Faye Wong was photographed wearing then at Hong Kong International Airport. Subsequent orders online crashed the company’s e-commerce platform.
With the success of a trial pop-up store in Beijing, the brand’s first shop will open in Shanghai later this month.
Collective brand manager John Szwede said the celebrity focus was a major factor in deciding to open the stores. In a discussion, he said: “Since opening the pop-up store in May, we’ve had our biggest growth month in China ever. The split between online and physical store sales is almost 50-50. It’s remarkable how big the market is.”
Szwede added that 70 per cent of the brand’s wholesale sales are now going to China.
Questions & Answers
Q.What prompted Volley to open physical stores in China?
What prompted Volley to open physical stores in China?
A surge in online demand and the success of a trial pop-up store in Beijing led to the decision. The brand also noted a near 50-50 split between online and physical sales during its biggest growth month in China.
Q.How many new stores does Volley plan to open in China?
How many new stores does Volley plan to open in China?
Volley plans to open 50 stores in China. The first of these new shops is scheduled to open in Shanghai later this month.
Q.What percentage of Volley's wholesale sales are currently directed to China?
What percentage of Volley's wholesale sales are currently directed to China?
Seventy per cent of Volley's total wholesale sales are currently going to China, indicating a significant market presence there.
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