National Geographic Opens 100㎡ Pop-Up Store in Beijing, China

[Asia Economy Reporter Seungjin Lee] The National Geographic Apparel (hereafter National Geographic), operated by The Nature Holdings, announced on the 14th that it has opened a 100㎡ (approximately 30 pyeong) pop-up store in the large shopping mall WF Central located on Wangfujing Street in Beijing, China.

The store, made from eco-friendly materials, expressed National Geographic's identity, which is committed to environmental protection and raising awareness of global warming, through iceberg image posters and screen videos capturing the moment glaciers melt.

The products introduced during the pop-up store operation period include clothing and accessories under the concept of ‘Urban Light Outdoor,’ which conveys courage to consumers exploring nature.

National Geographic successfully announced its overseas expansion in 2019 with its first store at the ‘K11 MUSEA’ shopping mall in Tsim Sha Tsui, Hong Kong. Despite the impact of COVID-19, it has increased brand recognition and achieved approximately 360% sales growth over the past year.

Online sales have also shown continuous growth. Since launching the National Geographic Hong Kong official online mall in 2020, online sales have increased by 290% year-on-year through strategies such as local targeting marketing, and this year is expected to see even steeper growth.

A National Geographic representative stated, “The opening of the Beijing pop-up store is significant as it marks the start of sales in China, the world’s largest market, based on the brand power and marketing experience steadily built up in local markets such as Hong Kong and Taiwan. Starting with the Beijing pop-up store, we plan to actively expand our market share in the Chinese local market as well as the global fashion market from this year onward.”

Meanwhile, National Geographic plans to open another pop-up store in Shanghai, China within this year and sequentially increase local stores in the Greater China region, including Hong Kong and Macau.

This content was produced with the assistance of AI translation services.