Xtep restructures Malaysia operations with Bonia j - footwearbiz: Lead

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Xtep restructures Malaysia operations with Bonia joint venture

19/01/2026
Xtep restructures Malaysia operations with Bonia joint venture
Hong Kong-based sports group Xtep, which owns K-Swiss and Palladium along with eponymous flagship brand Xtep,has announced a joint venture with Malaysian distributor Bonia to jointly develop the Malaysian market. 

The move marks a shift from a single exclusive distributor model to a multi-channel structure, aligning with Xtep Group’s broader Southeast Asia strategy.

Under the new arrangement, former exclusive partner VGO will become a non-exclusive distributor and remain a key partner, focusing on channels where it has established strengths. Bonia will concentrate on brand development in core commercial districts and running-focused retail locations.

Xtep entered the Malaysian market in 2024. Bonia has more than 50 years of market experience and an established retail network across Southeast Asia, while VGO played a central role in Xtep’s initial market entry.

The first store under the Xtep Bonia partnership has opened at Mid Valley Megamall in Kuala Lumpur.

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