Core Viewpoint - The acquisition of the British high-end yoga apparel brand Sweaty Betty by Chinese e-commerce and brand management company Baozun represents a significant trend in the consumer brand acquisition era, highlighting the increasing interest of Chinese companies in global classic consumer brands [4][5][9]. Group 1: Acquisition Details - Baozun has acquired Sweaty Betty's China operations, marking it as the third international brand purchased by the company, following Gap and Hunter [4]. - Sweaty Betty, founded in 1998, focuses on high-end women's sportswear with a price range of 480 to 1180 RMB, but has struggled to gain a foothold in the Chinese market, closing its only store in mainland China in March 2023 [7][8]. - In 2023, Sweaty Betty's overall revenue was reported at 203 million USD, indicating challenges in the competitive Chinese sportswear market [8]. Group 2: Baozun's Financial Performance - Baozun has been operating at a loss in recent years, with projections indicating continued losses in 2024. However, the company has actively pursued acquisitions to drive growth [9]. - The acquisition of Gap's China business for 40 million USD in late 2022 and Hunter in 2023 has contributed to a 23.4% year-on-year revenue increase in Baozun's brand management business for Q1 2025, amounting to approximately 390 million RMB [9]. - Baozun's adjusted operating loss narrowed by 28.1% year-on-year, indicating improved performance from the acquired brands [9]. Group 3: Broader Industry Trends - The consumer acquisition landscape is witnessing a surge, with companies like Anta acquiring brands such as MAIA ACTIVE and expanding their global presence through strategic purchases [11]. - Other notable acquisitions include the purchase of the French luxury brand Bonpoint by Youngor Group and the acquisition of the international outdoor brand Woolrich by a traditional menswear brand [12]. - The trend reflects a broader strategy among Chinese companies to enhance their business lines and achieve scale through the acquisition of foreign consumer brands [12][14].