Stenders to increase outlets in China to 19

Stenders, a Latvia-based cosmetics retail franchise is aiming to increase its number of locations in China to 19 by the end of this month. Beijing Bruder Trade Co. Ltd., which owns the Stenders Master Franchise for China, is in the process of opening six new stores in the country, which will bring the total number of Stenders outlets to 19.

Additionally, Beijing Bruder Trade Co. Ltd. is planning to launch a further 10 Stenders shops in September and October this year. This will result in the number of Stenders stores in China nearing 30 by the end of 2009, which will be the second largest Stenders franchise network after Russia, which has 100 locations.

Zane Berzina, Chairperson of the Stenders Board, said: 'In China our partners position Stenders as exclusive cosmetics goods. It is not uncommon to see a Stenders shop next to the Swarowski stand. It is very satisfying that the Chinese have come to like our cosmetic goods.

'Certainly imitators of the Stenders brand have emerged, which is small wonder in the extensive Chinese market, this is why we are discussing in detail how to further expand our range of goods and to make it more attractive namely to the Chinese customer. We have returned with specific tasks for our chemists and the factory; they now have to find ways of implementing the partners' wishes as regards the quality and diversity of the products. Since the Chinese market requires goods of specific types, for the time being we are not planning to sell them in Europe or in Latvia.'