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Danish cycling apparel label Pas Normal Studios has announced its strategic expansion in China, including establishing a new business unit and a dedicated office in Shanghai.
This marks a significant milestone in the brand’s long-term vision to strengthen its regional presence, particularly in Tier One and Two cities.
Pas Normal Studios is now taking full control of its operations in China, transitioning from its distributor-led model.
For the remainder of 2024, the brand will work directly with selected premium resellers and through its e-commerce channel, which is available on T-Mall.
The Shanghai office will be the headquarters for Pas Normal Studios’ China operations. The team will consist of four core members: Alexander Schandorff as general manager, Livia Lee as sales and activation manager, Annie Gao as marketing and activation manager, and Dixon Yuan as e-commerce manager.
This team will be instrumental in building Pas Normal Studios’ presence from the ground up, managing retail, wholesale, and e-commerce operations locally.
The Shanghai office is located in Room 111, Building 9, No. 273 Jiaozhou Road, Jing’an District, Shanghai, China.
“After more than a decade in China and being an active part of Shanghai’s cycling community, I’ve witnessed a remarkable evolution of the cycling culture here,” explains Schandorff.
“As outdoor and active lifestyles become increasingly important to Chinese consumers, we’re seeing a new generation of cyclists who are incredibly passionate about the sport, while bringing their distinctive approach to outdoor activities and lifestyle.
“The significant growth in China’s sports and outdoor market presents an exciting opportunity for Pas Normal Studios. By establishing our team in Shanghai and taking direct control of our operations, we aim to be closer to these cyclists and be part of building and developing the community locally.”
Pas Normal Studios’ long-term strategy includes the development of two flagship retail stores, targeting Tier One cities – Shanghai and Beijing.
The first store is slated to open in 2025, marking the full transition of retail operations.
In addition to establishing retail outlets, Pas Normal Studios is focused on strengthening its wholesale business across Tier Two cities, with an emphasis on prioritising top locations that align with the brand’s standards.
“The Chinese cycling and outdoor market offer unique opportunities for Pas Normal Studios,” adds Peter Lange, CEO and co-founder of Pas Normal Studios.
“I have been following the development of these areas in China since studying at Tsinghua University, Beijing, in 2007. It’s interesting to see how fast the population adapts to new trends and how the entire infrastructure has been modernised with electric transportation and bike lanes.
“The future points to a modern healthy lifestyle where cycling will play a significant role, meaning the time for us to enter this market and foster a community is now. I’m really looking forward to seeing our cycling community there grow as cycling becomes an integral part of the Chinese lifestyle.”
Pas Normal Studios is not only focused on growing its business but on fostering “a vibrant cycling culture” in China.
Through community-driven events, partnerships with local retailers and a commitment to the sport, the brand aims to inspire and engage cyclists at every level.
The new team in China will also be working on local marketing and activation efforts to connect with Chinese cyclists and expand its online and offline footprint.
