Woolrich International has announced a strategic partnership with Baoxiniao Holdings Co., Ltd  to expand beyond Europe. 

Under the agreement, Baoxiniao will acquire the intellectual property rights for the Woolrich brand in all territories outside Europe.

Woolrich International, controlled by funds advised by L-Gam, will retain ownership of the brand’s intellectual property for the European market and continue its operations in the region. The partnership also includes a five-year procurement and brand consulting agreement. 

The collaboration aligns with Woolrich’s ambition to expand its reach and capitalizes on Baoxiniao’s strategy to strengthen its portfolio of globally recognized brands.

The transaction, subject to certain conditions, is expected to close by the end of the year.

“This agreement with Baoxiniao marks a new and exciting chapter for Woolrich as we strive to bring the Brand’s extraordinary heritage that blends functional performance, innovation, and distinctive style to a new generation of consumers globally,” said Stefano Saccone, CEO and president of Woolrich International.

“Our partnership with Baoxiniao will serve as a catalyst for the Brand’s growth in Asia and beyond, and we welcome working together to achieve this shared goal.” 

Established in 1830 in Pennsylvania, Woolrich is recognized for its premium outdoor apparel, including its iconic Arctic Parka and red-and-black buffalo check patterns. The brand operates 35 stores across Europe and Japan and is available in retailers such as Harrods, Isetan, and Galeries Lafayette, among others.

“We are extremely excited to incorporate Woolrich brand into our group’s multi-brand strategic setup,” added Zhize Wu, chairman of Baoxiniao Holding Co., Ltd. 

“Through the future collaboration with the European team of Woolrich, we aim to elevate the brand to new heights globally. With the industry resources and operational capabilities of our group in the mid-to-high-end apparel sector, we will ensure a great growth potential of all our brands in the Greater China market. The strategic partnership with Woolrich is definitely an important part of the internationalisation of our group, which we certainly look forward to.”