On December 26, after the market closed, Beijing Sanfo Outdoor Products Co., Ltd. (SZ:002780) released its latest investor relations activity record.
The announcement also provided updates on the latest operational status of its brands, including X-BIONIC, Houdini, CRISPI, and others:
Sanfo Outdoor focuses on the operation of “self-owned + exclusive agency” brands. It currently operates the high-tech luxury sports brand X-BIONIC, and is also the exclusive agent for the Swedish mountain classic brand Klättermusen, the Italian handcrafted footwear brand CRISPI, the classic workwear footwear brand DANNER, the tactical backpack brand Mystery Ranch, the professional outdoor footwear brand LA SPORTIVA, and the Swedish outdoor brand Houdini.
X-BIONIC Brand
In the first three quarters of 2024, the X-BIONIC brand achieved revenue of RMB 159 million (approximately USD 22.1 million), a year-on-year increase of 50%.
Regarding its products, X-BIONIC mainly focuses on apparel categories. In 2024, it launched footwear products, but their share remains minimal. Sales of mid and outer layers accounted for 70%, while base layers accounted for 30%.
The price range spans from lightweight summer clothing priced around RMB 1,000 (approximately USD 139) to winter ski and padded jackets priced between RMB 7,000 and RMB 8,000 (approximately USD 972–1,111), with an overall average customer transaction value between RMB 3,000 and RMB 5,000 (approximately USD 417–695).
The company stated that X-BIONIC is a high-tech sports brand, and its market promotion aligns with this positioning.
Regarding sales channels, the company has focused on opening X-BIONIC single-brand stores in core shopping malls, commercial districts, and ski resorts over the past two years. In 2024, it opened four new self-operated X-BIONIC single-brand stores in Changchun MixC, Shenyang MixC, Changchun Eurasia, and Changbaishan Ski Resort. In 2025, the company plans to open 10–15 new X-BIONIC single-brand stores in additional cities and high-end commercial districts while accelerating the development of dealer channels.
Currently, X-BIONIC has 53 offline stores nationwide, including 24 single-brand stores (20 self-operated and 4 dealer-operated) and 29 multi-brand store sections (23 self-operated and 6 dealer-operated).
The company noted that X-BIONIC is in the early stages of brand development. Mature single-brand stores can achieve monthly sales of RMB 800,000 to RMB 1,000,000 (approximately USD 111,111–138,889). If the annual sales of single-brand stores reach RMB 1 billion (approximately USD 138.9 million), the company expects a net profit margin of 10% to 15%.
Houdini Brand
Houdini is currently experiencing rapid development in the Chinese Mainland, with positive feedback from its 2025 spring-summer and fall-winter order meetings.
Sanfo Outdoor is the exclusive agent for Houdini in the Chinese Mainland and has complete autonomy in product selection and procurement. The brand’s supply chain and design are based in Sweden.
Currently, Houdini has 52 offline sales locations nationwide, including 4 single-brand stores (1 self-operated and 3 dealer-operated) and 48 multi-brand store sections (21 self-operated and 27 dealer-operated).
CRISPI Brand
The CRISPI brand recorded revenue of RMB 59.53 million (approximately USD 8.3 million), a year-on-year increase of 32%.
CRISPI is an exclusive agency brand of the company and is primarily presented through branded sections within stores. CRISPI focuses on hiking products, with 90% of its offerings manufactured in Italy. The brand has an annual growth rate of 20% to 30% and targets outdoor enthusiasts who value functionality.
| Source: Official Announcement
| Image Credit: Official Website
| Editor: LeZhi
