- CEO
- Zhi Ze Wu
- Full Time Employees
- 8,332
- Sector
- Consumer non-durables
- Industry
- Apparel/Footwear
- Address
- No. 2299, Shuangta Road, Oubei Town, Yongjia County Wenzhou ZH China 325102
- IPO Date
- Aug 17, 2007
- Business
- Baoxiniao Holding Co., Ltd. engages in the research, development, production, and sale of branded men's and women's clothing products primarily within China. Its core product portfolio includes suits, trousers, shirts, jackets, cardigans, polo shirts, down jackets, quick-drying apparel, casual pants, leather shoes, and leather goods, marketed under multiple brands such as Saint Angelo, Baoxiniao, Hazzys, Baoniao, SOLOSALI, Camicissima, Lafuma, Dombolini, Henry Grant, elitebasic, Bono, and Ashwell. Founded in 1996 and headquartered in Wenzhou, China, the company operates over 1,800 mono-brand stores in major Chinese cities and combines big data technology with retail operations to provide an omni-channel shopping experience integrating online and offline platforms. The company also has strategic involvement in investment fields alongside its apparel business.
In a significant recent development, Baoxiniao acquired the intellectual property rights to the Woolrich brand for all non-European regions in late 2024, marking a pivotal expansion in its international footprint. This acquisition includes a five-year brand consultancy and procurement agreement with Woolrich International, enabling Baoxiniao to oversee brand positioning, marketing, product development, and operations in Greater China and other regions outside Europe, thus accelerating Woolrich's growth particularly across Asia. This move underscores Baoxiniao's strategy to broaden its portfolio of high-end outdoor and casual apparel brands globally, leveraging its experience in multi-brand management and market expansion. The company has also been recognized for its advancements in digital intelligence transformation and customization within the fashion industry in recent years.
Baoxiniao Holding operates primarily in the consumer cyclical sector with a focus on the apparel and footwear segments. It targets domestic Chinese consumers while expanding its international presence through its brand acquisitions and partnerships. The company is publicly listed on the Shenzhen Stock Exchange (Ticker: 002154.SZ) and maintains subsidiaries and brand operations catering to diverse market segments ranging from tailored suits to casual and outdoor wear. Notable honors include national trademarks and awards for brand influence and digital innovation. This comprehensive product and service offering combined with recent strategic acquisitions positions Baoxiniao as a leading integrated apparel group in China with growing global ambitions.