On January 15, Swiss high-tech sportswear brand X-BIONIC officially opened its flagship store in Shanghai. Luxe.CO was invited to the grand opening ceremony, joining brand executives, industry partners, and professional athletes to witness the unveiling of this new outdoor landmark in the city.
The X-BIONIC Shanghai flagship store is located at 1365 Nanjing West Road, spanning two floors with a total area of 1,100 square meters. Heng Zhang, Chairman and Founder of Beijing Sanfo Outdoor Products Co., Ltd., the brand’s operator in China, commented, “Nanjing West Road is a radiant commercial hub embedded in Shanghai’s prime location and a magnet for global luxury brands to establish flagship or specialty stores. The opening of the X-BIONIC Shanghai flagship store signifies the birth of a new commercial landmark for the brand.”
Above: Nanjing West Road is home to numerous global luxury and outdoor sports brands. Within a 1.5-kilometer radius of the X-BIONIC flagship store, iconic outdoor brand spaces such as the ARC’TERYX MUSEUM and the lululemon Jing’an Kerry Centre flagship store are located.
Founded in 1998, X-BIONIC originated from developing intelligent apparel for the Swiss military designed to withstand harsh weather conditions. To date, the brand holds over 800 global technology patents. Its product range includes functional base layers, mid-layers, outerwear, trail running shoes, and high-performance X-SOCKS accessories. X-BIONIC’s gear is widely used by national ski teams in several European countries and was selected as training and competition equipment for all Chinese national snow sports teams in 11 events during the 2022 Winter Olympics, including ski-specific functional undergarments and ski socks.
X-BIONIC products are now sold in over 50 countries and regions worldwide. The brand introduced its X-SOCKS line to the Chinese market in 2011 and formally entered the country’s outdoor retail channels in 2013. In 2020, Beijing Sanfo Outdoor Products Co., Ltd. acquired all IP rights for X-BIONIC in the Chinese Mainland for RMB 78.83 million (approximately USD 10.82 million).
According to Sanfo Outdoor’s disclosures, X-BIONIC achieved revenue of RMB 159 million (approximately USD 21.82 million) in the first three quarters of 2024, marking a 50% year-on-year growth. Over the past two years, the company has focused on opening single-brand X-BIONIC stores. In 2024, it opened four such stores in Changchun MixC, Shenyang MixC, Changchun Eurasia, and Changbai Mountain Ski Resort. For 2025, the company plans to open 10-15 more single-brand stores, expanding to more cities and high-end shopping districts. The opening of the Shanghai flagship store serves as a prelude to this growth strategy.
Currently, X-BIONIC operates 55 offline locations nationwide, including nine branded specialty stores, 11 distributor stores, and 35 integrated Sanfo Outdoor stores (10 of which are located in ski resorts).
The X-BIONIC Shanghai flagship store features a design concept centered on technology and modernity. It creatively displays the brand’s key product lines, showcasing the dual appeal of technological innovation and fashion. Customers can not only experience the latest products in-store but also gain professional insights into their individual sporting needs, helping them find the most suitable outdoor gear.
Lin Dongqing, General Manager of X-BIONIC China, stated, “The outdoor market is currently highly competitive. The core of brand building lies in creating new value through differentiated products, technological attributes, and dedicated service. X-BIONIC firmly believes that only with top-notch products can a brand sustain itself in the industry.”
In this context, the brand unveiled its new high-performance shell jacket, the “HERMIT LT” lightweight jacket (pictured above). This jacket combines features such as noise reduction, windproofing, waterproofing, and breathability. From color coordination and silhouette design to advanced stitching and detailed craftsmanship, the product deeply integrates innovative technology and aesthetic design. Made with GORE-TEX fabric, it incorporates C-KNIT™ backer technology, which offers enhanced breathability and softness compared to traditional shell jackets. This also effectively reduces wind noise and friction noise, providing a “zero-noise” wearing experience. The laser-sealed bonding technique ensures the fabric and waterproof zippers are seamlessly fused at pocket openings, delivering comprehensive waterproofing while maintaining a stylish look.
Additionally, X-BIONIC crafted a unique shoulder bag from the leftover HERMIT LT jacket fabric, emphasizing the brand’s commitment to sustainability and environmental responsibility by valuing every inch of material.
X-BIONIC creatively applies bionic technology to the field of apparel, significantly enhancing athletic performance. Energy Accumulator® is the brand’s proprietary temperature control technology designed to improve protection and athletic performance. The Shanghai flagship store showcases a variety of product lines, including the MARCO & X-BIONIC collaborative Energy Accumulator® ski functional base layer (pictured above). In October 2024, alpine skiing world record holder and brand ambassador Marco Odermatt officially became an investor in X-BIONIC and simultaneously launched a new collaborative series.
In September 2024, X-BIONIC partnered with Swiss high-tech fabric brand Schoeller to introduce the latest X-BIONIC x Schoeller “Windshield” series to the Chinese market. Schoeller, the pioneer of “soft shell” fabrics, combines windproofing, breathability, high elasticity, and interior comfort—properties traditionally challenging to integrate into outdoor materials. The outer layer achieves durability, while the inner layer ensures comfort and warmth. The Shanghai flagship store features the “Windshield” products made with Schoeller®-WB-400 all-in-one soft-shell fabric, as well as a Swiss cowbell presented to Heng Zhang by Schoeller’s Global Vice President Antonio Gatti Basalrri during the product launch.
The footwear and socks section showcases X-BIONIC TERRASKIN trail running shoes and X-SOCKS high-performance sports socks (pictured above). The TERRASKIN trail running shoes were developed over two years in Montebelluna, northern Italy—a town with a centuries-old tradition of shoemaking that produces approximately 80% of the world’s racing boots, 75% of ski boots, and 55% of mountaineering boots.
The TERRASKIN trail running shoes were recognized with the 2024 ISPO Product Award for their cutting-edge technological performance. Flavio Guarnier, Chief Product Officer and Lead Footwear Designer at X-BIONIC, commented, “TERRASKIN combines the brand’s original technologies with the latest innovations, addressing the issue of insufficient control in trail running shoes during actual use. Additionally, the limited-edition colorways draw inspiration from traditional Eastern culture, aligning with current aesthetic trends.”
Above: X-BIONIC DRAGONFLY TRISUIT 5G triathlon suit and cycling apparel line.
X-BIONIC’s product innovations have received strong support from industry partners. Key collaborators attending the flagship store opening included Chen Xiaoqian, General Manager of Greater China for W.L. Gore & Associates (parent company of GORE-TEX), and Andrea Lonati, CEO of SANTONI Italy, a global leader in knitting technology. Together with the X-BIONIC China team (pictured above), they unveiled the Shanghai flagship store and shared their long-standing partnership experiences.
After the opening ceremony, X-BIONIC organized a special urban orienteering event, selecting three iconic Shanghai landmarks as “checkpoints”: the Starbucks Reserve Roastery (the world’s largest Starbucks flagship store), the historic Waibaidu Bridge (a symbol of Shanghai’s transformation), and The Roosevelt Mansion (offering panoramic views of the Huangpu River’s two shores). According to the brand team, this exploration-based sporting activity aligns with X-BIONIC’s philosophy of positivity and self-challenge. The event was not just an enjoyable experience but also a strategic initiative to promote outdoor sports and enhance brand influence, injecting new energy into the development of outdoor sports in Shanghai.
Above: Zhang Shupeng, X-BIONIC-sponsored athlete and the first person to perform a stratospheric wingsuit flight, shares details of his flight with Heng Zhang.
As reflected in the brand’s slogan, “For boldest dreams,” X-BIONIC conveys the idea that athletic dreams are not unattainable; they exist within every individual who loves sports and aspires to push their boundaries. The brand promotes breaking through limitations of identity and circumstances, focusing on individuality and respect, and is committed to helping outdoor sports enthusiasts achieve their unique athletic dreams.
｜Source: X-BIONIC, Sanfo Outdoor
｜Image Credit: X-BIONIC, Luxe.CO on-site photography, Luxe.CO graphics
｜Editor: LeZhi
