AU Brands Records 100 Million Won in Initial Sales at New Nanjing Store...Expanding Distribution Network in Greater China

Rockfish Weatherwear, operated by AU Brands, a listed fashion company in Korea, opened a new store in Nanjing MIXC, a prime commercial district in Jiangsu Province, China, and surpassed cumulative sales of 100 million won within just two days.

On April 19, the day the store opened, more than 5,000 consumers visited immediately after opening, marking the highest initial performance among the brand’s 14 stores currently operating in China.

This achievement was driven solely by the brand's intrinsic demand, without any special opening events or promotions. The entire prepared inventory sold out in a short period, prompting the company to switch to a reservation-based sales system.

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AU Brands recorded sales of approximately 10 billion won in the first quarter of this year by linking its 13 existing offline stores, located in key areas such as Anfu Road in Shanghai, Nanjing Xilu, Sanlitun in Beijing, and Shenzhen MIXC, with its online channel.

Even as new stores continue to open, the average sales per store are also increasing. For the new Nanjing location, the company secured a 185-square-meter space previously operated by the global sports brand Salomon, further strengthening the brand’s presence in the local retail market.

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Based on this trend, the company plans to open 10 additional stores in major Chinese cities in the second quarter, aiming to have a total of 23 stores by the end of the first half of the year.

In the second half, starting with the flagship store at Wuhan Shincheonji in Hubei Province, the company plans to expand its distribution network to premium commercial districts such as Chengdu JM Street, Shanghai Ganghui Hanglung, Xi’an MIXC, and Tianjin MIXC, with the goal of establishing more than 40 offline stores by the end of the year.

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