BIEMLOFEN GROUP Secures Snow Peak’s Japan & Korea Rights to Anchor Premium Outdoor Segment

GUANGZHOU, June 12, 2026 – BIEMLOFEN Group (hereinafter referred to as BIEMLOFEN) held an official signing ceremony today, announcing a comprehensive strategic partnership with Snow Peak, Inc. and GAMSUNG, establishing BIEMLOFEN as their core strategic partner in China. Snow Peak, Inc., the founding company and global headquarters of the brand, manages operations in Japan. GAMSUNG operates Snow Peak in South Korea and holds the distribution rights for Snow Peak Apparel in both South Korea and China.

This milestone agreement marks a defining shift, with BIEMLOFEN now spearheading Snow Peak’s operations in China. This includes the marketing, sales, and distribution of products bearing the Snow Peak intellectual property (IP) and trademarks. The partnership encompasses core segments such as Snow Peak’s Japanese apparel line, premium camping gear, cafe concepts, and the trendy Korean apparel line.

Founded in 1958, Snow Peak is a pioneer and tastemaker of the "outdoor lifestyle" concept, elevating camping from a mere outdoor activity into a premium social and spiritual experience. While its world-renowned camping gear boasts a fiercely loyal global community, its apparel lines offer distinct appeals: the Japanese line is celebrated for its unique functional aesthetics, while the Korean line leans into youth-centric streetwear trends. Complemented by its relaxed cafe concepts, Snow Peak continues to dominate the premium camping sector. By enriching the outdoor experience and driving premium value-add, the brand stands undefeated in a highly competitive market. This tripartite collaboration between Japan, South Korea, and China signals a comprehensive upgrade for Snow Peak as it doubles down on the Chinese market.

In 2025, China's outdoor sports participants surpassed 400 million, driving the sports and outdoor consumer market to a staggering 1.82 trillion RMB, with the core camping economy alone reaching 248.32 billion RMB. Industry analysts project that the camping market will hit 291.9 billion RMB in 2026 and is poised to skyrocket to 2.4 trillion RMB by 2030. By joining forces with BIEMLOFEN, Snow Peak is perfectly positioned to capitalize on China’s booming "glamping" (glamorous camping) trend, paving the way for a bright new chapter of growth.

BIEMLOFEN brings 23 years of deep-rooted expertise in the Chinese market, focusing on the R&D, design, and brand marketing of high-end sports and outdoor apparel. The Group boasts a powerful portfolio of five major brands—KENT & CURWEN, CERRUTI 1881, BIEMLOFEN (including BIEMLOFEN GOLF and BIEMLOFEN MOTION), Carnival de Venice, and OOFOS—all dedicated to premium sports and outdoor niches. As the first publicly traded golf apparel company in China, the Group has achieved 15 consecutive years of revenue growth as of Q1 2026, maintaining a compound annual growth rate (CAGR) exceeding 20%. With a retail network of nearly 1,500 stores, BIEMLOFEN covers top-tier commercial districts across core Chinese cities. Its deep alliances with China’s top 20 commercial property systems, mature retail operations, precise insights into high-net-worth consumers, and robust talent pool form a solid foundation for this new venture.

Currently, Snow Peak has established flagship centers in landmark locations, including Taikoo Li Qiantan (Shanghai), Taikoo Li Julongwan (Guangzhou), The MixC (Chongqing), and The MixC (Xiamen). These spaces utilize immersive, scenario-based experiences to reflect the brand's core philosophy of harmony between humans and  lifestyle.

BIEMLOFEN stated that going forward, the Group will fully preserve Snow Peak’s authentic product matrix and brand philosophy. By leveraging its own strengths in high-end supply chain management, localized marketing, and deep insights into high-net-worth demographics, BIEMLOFEN aims to fast-track Snow Peak’s entry into China's premier commercial districts, establish its benchmark status, and pioneer a groundbreaking era for the brand in China.