7mesh opens first brand store in Beijing

Technical cycling apparel brand 7mesh has announced the opening of its first brand store in central Beijing.

Strategically located in a pedestrian zone a short distance from the Forbidden City, 7mesh Beijing showcases its complete collection across 80 sq m (860 sq ft) of retail space.

“We couldn’t be more pleased to open our first brand store in Beijing,” said Tyler Jordan, 7mesh CEO.

“We serve the growing global community of adventure-seeking riders. A great thing about our industry is friendships being built on bikes. Our plans include helping groups of younger riders from China and Canada to travel, learn, and ride with each other.”

Leading the conception, design, and launch were Jerry Hu and Michael Yu.

With experience in technical apparel, retail, e-commerce, and marketing, the 7mesh China team is now looking to spread the brand’s ABCs of cycling (Adventure, Beauty, and Camaraderie).

“This first brand store is the result of a long process of identifying the right market, location, and partners,” said 7mesh GM EMEA & APAC John Zopfi.

“Jerry and Michael bring extensive experience and a deep understanding of both the Chinese and international markets. We’re very pleased to be situated in a charming, bike-friendly district surrounded by other outdoor brands.”

7mesh has been busy in the last few months with a host of announcements as the brand looks to expand its current presence.

In early June, it confirmed new sales partners in Europe and North America.

The brand will now be represented by Summit Outdoor & Sports in the Benelux region, and by AKA Sports Group in Ontario, Canada.

This followed the earlier news that Andrew Sherry had been appointed as VP of sales.

The newly created role of VP of sales increases the resources dedicated to growing the business while also acting as a homecoming for Sherry, who previously led the development of 7mesh’s western Canadian dealer network as an independent sales agent.