National Geographic Apparel, a South Korean-owned offshoot of the original American TV channel, just opened its first flagship store in China.
Based in Nanjing’s upscale shopping mall Deji Plaza, the new outlet showcases National Geographic’s new Autumn/Winter collection, which has been marketed as a simple and eco-friendly answer to the “urbancore” fashion trend that has been all the rage in China’s major cities this year.
Large-scale nature photography from the National Geographic magazine archive lines the walls, imbuing the shopping experience with a sense of grandeur. Nanjing coffee brand BASE Outdoors & Café also set up a station inside the store, where visitors can check out how to make high-quality coffee using camping equipment.
To celebrate the opening, National Geographic Apparel is offering a selection of exclusive gifts until September 17. The minimum spend to receive a gift is 799 RMB, which bags shoppers a free wild animal plushie, while customers that spend above 7999 RMB can choose from a hoodie worth 1099 RMB or a camping chair worth 599 RMB.
Nature Holdings Co., a South Korean manufacturer of camping supplies and outdoor clothing, bought the rights to the brand name from American TV channel National Geographic in 2016. Positioned as a premium outdoor fashion brand, National Geographic Apparel was launched in Hong Kong and Taiwan after being well-received by local consumers in South Korea.
Now setting its sights on eventually opening 300 stores in China, Nature Holdings Ltd. said the brand will open three additional stores in Beijing and two in Shanghai by the end of this year. After solidifying its presence in Asia, expansions in North America and Europe are next on the long-term agenda.