Pas Normal Studios Expands in China with New Business Unit and Office
Pas Normal Studios is now taking full control of its operations in China, transitioning from its distributor-led model. For the remainder of 2024, the brand will work directly with selected premium resellers and through its e-commerce channel, which is available on T-Mall.
New Business Unit and Office in Shanghai
The Shanghai office will be the headquarters for Pas Normal Studios’ China operations. The team will consist of four core members:
- Alexander Schandorff, General Manager
- Livia Lee, Sales & Activation Manager
- Annie Gao, Marketing & Activation Manager
- Dixon Yuan, E-commerce Manager
After more than a decade in China and being an active part of Shanghai's cycling community, I've witnessed a remarkable evolution of the cycling culture here. As outdoor and active lifestyles become increasingly important to Chinese consumers, we're seeing a new generation of cyclists who are incredibly passionate about the sport, while bringing their distinctive approach to outdoor activities and lifestyle. The significant growth in China's sports and outdoor market presents an exciting opportunity for Pas Normal Studios. By establishing our team in Shanghai and taking direct control of our operations, we aim to be closer to these cyclists and be part of building and developing the community locally. We look forward to contributing to China's cycling journey and becoming a meaningful part of the growing outdoor and cycling culture in Chinese cities.
Alexander Schandorff, China General Manager
Pas Normal Studios’ long-term strategy includes the development of two flagship retail stores, targeting Tier 1 cities – Shanghai and Beijing. The first store is slated to open in 2025, marking the full transition of retail operations. In addition to establishing retail outlets, Pas Normal Studios is focused on strengthening its wholesale business across Tier 2 cities, with an emphasis on prioritising top locations that align with the brand’s high standards and commitment to quality.
The Chinese cycling and outdoor market offer unique opportunities for Pas Normal Studios. I have been following the development of these areas in China since studying at Tsinghua University, Beijing, in 2007. It’s interesting to see how fast the population adapts to new trends and how the entire infrastructure has been modernised with electric transportation and bike lanes. The future points to a modern healthy lifestyle where cycling will play a significant role, meaning the time for us to enter this market and foster a community is now. I’m really looking forward to seeing our cycling community there grow as cycling becomes an integral part of the Chinese lifestyle.
Peter Lange, CEO & Co-founder
Link to assets available here.
About Pas Normal Studios
Pas Normal Studios is a Copenhagen based brand of contemporary, technical cycling clothing. The concept of Pas Normal Studios is to create technically perfect apparel, combined with visionary aesthetics. Through innovative designs, brand collaborations, and sourcing of new production methods, Pas Normal Studios strives to bring out collections that define modern cycling in a different context.
The brand honours the great traditions of cycling, but is above all committed to the patterns and colours that define state of the art fashion today.
The uncompromising attention to detail and hand-made, sustainable quality is paired with an inspired take on today's look and feel. Pas Normal Studios produces high-end clothing with textiles and methods at the same level as demanded by professional riders - but at the same time, all styles are created for long-term usage and durability. Based in Scandinavia, but with a specific international element, Pas Normal Studios can now be found globally at retailers and online.
www.pasnormalstudios.com
For press queries or additional information, please contact:
Melanie Larsen (she/her)
Communication & Partnerships Coordinator
mel@pasnormalstudios.com
+45 5350 1451
Annie Gao (she/her)
Marketing & Activation Manager, China
ang@pasnormalstudios.com
