American Eagle Outfitters assumes operation of its Chinese stores
today Feb 7, 2013
The American brand has announced it is ending its licensing agreement in China. The six Chinese stores previously run by Dickson Concepts Limited will now be directly operated by American Eagle Outfitters. The decision to take back full control of its stores is consistent with the brand’s long term strategy.
“As we look toward future global expansion, Greater China presents an important growth market with sizeable economic potential, where a company-owned model is preferred for our brands. We thank Dickson Poon and his team for their contributions these past few years," said CEO, Robert Hanson. “Our global expansion plans include a blend of company-owned stores, joint ventures and licensed agreements. We believe this approach will provide the very best brand and product driven omni-channel customer experience, while also providing strong returns to our shareholders.”
American Eagle Outfitters has just announced the opening of a company-owned store in Mexico and well as several licensed stores in the Phillipines. The stores are expected to open within the next few weeks. In the United States, the brand owns 1000 stores and is sold in 77 countries worldwide with its online store. American Eagle Outfitters and Aerie have around 50 franchised stores in 13 countries, predominantly in Japan, Russia, Eastern Europe, Israel and the Middle East.
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