DESCENTE: Became the New Growth Engine of ANTA Group

August 28,2021

According to the 2021 Mid-term Performance Report of ANTA Group, its outdoor brands, including DESCENTE and KOLON SPORT, maintained fast growth and grew increasingly important to the group. In the first half of 2021, DESCENTE and KOLON SPORT achieved RMB 1.407 billion in revenue, an increase of 90.1% and 106.0% over the same periods in 2020 and 2019 respectively. It accounted for 6.1% of the overall revenue of the Group.

DESCENTE boasts a history of more than 80 years. Its core products include Triathlon, Womens A-motion and golf series. ANTA Sports introduced the brand to the Chinese market in 2017.

During the reporting period, the brand teamed up with actor Daniel Wu Neh-Tsu to market the TRAINING, RUNNING, ALLTERRAIN, DUALIS, SKI, and other product series. Meanwhile, DESCENTE launched the new HEXA collection to further improve its product portfolio. The HEXA apparel and accessories are made of lightweight, breathable materials, which help accelerate metabolism and physical recovery. The brand also partnered with the Japanese brand ZUCCa and the Italian brand Vespa to launch co-branded products.

Furthermore, DESCENTE increased the scale of its stores. It opened the largest flagship store in Shanghai, where the two-story store showcases a full range of high-end sports goods of the brand.

To celebrate the opening of the flagship store, DESCENTE opened the newly established D-Mover Club on the same day. The club aims to provide a professional platform for sports enthusiasts who love adventures and challenges. During the first half of 2021, the club had held a number of sports events and online live broadcasts in many cities across China, through which it provided professional sports training programs and engaged consumers in active participation.

As of June 30, 2021, DESCENTE has opened a total of 178 stores in Mainland China and Hong Kong.