Descente opens first store for seven-to-14-year-ol - footwearbiz: Lead

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Descente opens first store for seven-to-14-year-olds

30/01/2024

Japanese athletic brand Descente has chosen Nanjing’s high-end Deji Plaza shopping mall as the launch pad for its roll-out of physical children's sports shoe and clothing locations.

Designed for those who shop for youngsters aged seven to 14 years old in mind, the opening underscores Toshima-based Descente’s faith in the premium-priced outdoor category’s continued growth trajectory, Chinese media said.

The business has appointed 12-year-old local skier Zhou Yizhu to front the accompanying promotional campaign.


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Shoemakers make China’s third ‘time-honoured’ cut 01/03/2024
China growth boosts Descente results 23/08/2023
Runners test Descente shoe ranges at Seoul fun run 23/05/2023
Descente tests new shoe on 2,183 runners in Busan 15/02/2023
Shoes lead the way for Descente in South Korea 17/05/2022

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