Retail Head

Head of Retail — China (High‑End Outdoor Brand)

Role Overview

The Head of Retail, China will lead the full retail business for a premium international outdoor brand, overseeing both wholesale partner stores and direct retail operations . This role is responsible for building a high‑performance retail network, elevating brand experience, and driving commercial growth in China’s competitive outdoor market. The position reports directly to the CEO / China GM and manages a national retail team.

Key Responsibilities

1. Retail Strategy & Network Expansion

• Develop and execute the China retail strategy aligned with global brand positioning and outdoor category trends.
• Lead expansion planning for wholesale partner stores and branded retail stores in Tier 1–3 cities.
• Evaluate new store opportunities, location strategy, and ROI for premium outdoor retail formats.
• Ensure consistent high‑end brand presentation across all touchpoints.

2. Wholesale Partner Management

• Manage key wholesale partners, distributors, and franchisees to ensure strong sell‑in and sell‑through performance.
• Set annual targets, pricing, and commercial terms with partners.
• Monitor store operations, VM standards, and inventory health across partner stores.
• Provide training, retail tools, and operational support to elevate partner capabilities.

3. Retail Operations Excellence

• Oversee daily operations of all retail stores (direct + wholesale).
• Drive KPIs: traffic, conversion, ATV, UPT, membership growth, and store profitability.
• Implement SOPs, service standards, and operational processes tailored to premium outdoor retail.
• Lead retail audits, mystery shopping, and service quality improvement.

4. Merchandising & Inventory Management

• Work with global and regional teams on assortment planning for China.
• Ensure seasonal buy aligns with local climate, outdoor usage scenarios, and consumer preferences.
• Optimize stock allocation, replenishment, and inventory turnover.
• Monitor product performance and provide feedback to global teams.

5. Brand Experience & Outdoor Community Building

• Build a premium, authentic outdoor brand experience in stores.
• Partner with Marketing to activate outdoor communities, events, workshops, and athlete programs.
• Ensure store teams deliver expert‑level product knowledge and outdoor service experience.

6. Team Leadership

• Lead and develop a national retail team (10+ people), including regional managers, retail ops, and training.
• Build a performance‑driven culture with strong coaching and talent development.
• Align cross‑functionally with Marketing, Merchandising, Finance, and Global HQ.

Qualifications

Experience

• 8+ years of retail leadership experience in outdoor, sports, luxury, or premium lifestyle brands .
• Strong experience managing wholesale partners and multi‑city retail networks in China.
• Proven track record in high‑end or technical product categories (outdoor gear, apparel, footwear, equipment).

Skills

• Deep understanding of China outdoor consumer behavior and retail trends.
• Strong commercial acumen with P&L ownership experience.
• Excellent negotiation, partner management, and store operations capability.
• Ability to balance global brand standards with China‑market realities.