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By Park Jin-hai
Fila Korea has opened its first flagship store in Hong Kong, the company said Monday.
The 231 square meter store, located in the upscale shopping mall I Square in Tsim Sha Tsui, has been designed to show its brand identity and will serve as a springboard for the company's market expansion into China.
"It is more than just expanding business opportunities in China, one of the most important markets together with the United States. The store's symbolic meaning is so much greater," said Yoon Yoon-soo, chairman of Fila International and Acushnet, during the opening ceremony Friday.
"By showing Fila's brand image to locals and tourists, the store will enforce the company's global brand image," added Yoon.
Fila Korea, wholly owned and operated in Korea since the 2007 takeover of the Italian sportswear manufacturer Fila, has been actively expanding in China.
The company established a joint venture Fila China, locally known as Full Prospect, with China's ANTA, seeking business opportunities in China, Hong Kong and Macao.
Fila China plans to increase its stores to 600 from the current 519 in the country, with Hong Kong and Macao stores included, by the end of this year.
The company said it will launch a children's line in the latter half of the year, followed by a tennis line in first half of next year.
