Telent to open Malaysia stores

Chinese outdoor apparel brand Telent says it plans to set up retail points of sale in Malaysia as a first step in a broader Southeast Asian push.

Telent specialises in the design, manufacture, marketing, brand management and distribution of branded outdoor apparel, footwear and equipment. It is China’s second largest outdoor wear brand measured by retail sales value.

Telent is undertaking an IPO in Malaysia, issuing 103.39 million new shares at ten US cents each.

The first new store will open in Kuala Lumpur with other Southeast Asian stores will follow as early as the third quarter of this year, in part funded with the funds raised in the IPO

Telent Group executive director Hui Tang Tat says the product sales mix percentage in outdoor apparel and outdoor footwear respectively posted 43.8 per cent and 49.5 per cent sales growth last year, while equipment products grew by a more modest 6.7 per cent.

As of October, Telent had 817 retail points of sale and 23 network distributors across China.

“The Malaysian market is competitive and building our presence there will offer us a platform and opportunity to expand in this region,” Hui said during a media conference.

“Perhaps in the next five to 10 years, we can go down the road to tap other Asian markets as we want our brand to be globally recognised,” he said.