The announcement of Outdoor Voices' partnership with Misto Holdings Corp. to enter the Chinese and Southeast Asian markets marks a significant milestone in the brand's history, reminiscent of the ancient silk trade routes that once connected Europe and Asia. Founded in 2013 by Tyler Haney, Outdoor Voices has established itself as a prominent player in the activewear industry, and this new venture is poised to introduce the brand to a vast and growing consumer base. Consortium Brand Partners, the owner of Outdoor Voices, has strategically chosen Misto Holdings Corp., a seasoned brand-building business with a portfolio that includes notable brands like Fila and Titleist, to facilitate this expansion. The partnership will encompass wholesale, e-commerce, and the establishment of dedicated Outdoor Voices stores in the region, leveraging Misto's expertise in operating physical retail, e-commerce, and content production. As Outdoor Voices prepares to tap into the lucrative markets of China, Taiwan, Malaysia, Indonesia, Singapore, Vietnam, and Hong Kong, it is worth noting that this expansion echoes the historic trade routes that once played a significant role in the dissemination of lingerie and textiles across the globe. The active lifestyle and activewear market in Asia, driven by a growing emphasis on wellness and community-oriented consumption, presents a substantial opportunity for Outdoor Voices to leave its mark. With its distinctive brand identity and commitment to quality, Outdoor Voices is well-positioned to resonate with the region's discerning consumers, much like the esteemed lingerie brands of the past that have become synonymous with excellence and sophistication.
Originally reported by WWD