Mammut Sports Group has taken action to make it into the Chinese market. At the Asia Outdoor show in Nanjing at the end of July, the Swiss company did not have a stand, but rented a room to present itself to local trade. According to Matthias Preussel, head of the company’s Far East sales division since March, Mammut is set to penetrate the market through a wholly owned subsidiary to be located in Beijing. The establishment of the office and the recruitment of the staff should be terminated by the end of this year. Basically, the brand wants to conquer China through local specialty retail partners and not through corporate stores, but there are plans to set up perhaps a couple of flagship stores in major Chinese cities within the next 12 months.