报喜鸟近4亿元收购美国户外品牌Woolrich，加码户外风口

Core Viewpoint - The acquisition of the Woolrich brand by Baoxiniang for approximately 384 million RMB marks a strategic move to enhance its outdoor segment and diversify its brand portfolio [1][2]. Group 1: Acquisition Details - Baoxiniang has completed the acquisition of Woolrich's global intellectual property (excluding Europe) for a total consideration of 50.83 million euros, equivalent to about 384 million RMB [1]. - The acquisition includes trademarks, domain names, and copyrights across 26 countries and regions, while Woolrich retains its European rights [2]. - A five-year product procurement and brand consulting agreement has been signed to maintain a unified brand image globally [2]. Group 2: Brand and Market Position - Woolrich, established in 1830, is one of the oldest high-end outdoor brands in the U.S., known for its classic products like buffalo check shirts and Arctic parkas [3]. - The brand targets the high-end market with products priced between 200 to 1000 USD, focusing on American retro and workwear styles [3]. Group 3: Strategic Implications - The acquisition is expected to enhance Baoxiniang's outdoor business, complementing its existing multi-brand strategy that includes brands like HAZZYS and Baonia [1][5]. - Baoxiniang's revenue from its main brands exceeded 10 billion RMB each, with total revenue for 2023 reported at 5.254 billion RMB [6]. - The company aims to increase operational investment in Woolrich to support its global development [3][6]. Group 4: Previous Outdoor Ventures - Prior to acquiring Woolrich, Baoxiniang entered the outdoor market in 2016 by representing the French brand Lafuma, which has shown significant growth recently [6][7]. - Lafuma achieved a revenue of 260 million RMB in 2023, marking a 40.5% year-on-year increase, and continued to grow in the first half of 2024 [7].