For Fredrik Johansson, Craft's global head of international sales, entering the Chinese market signifies a natural progression as he views it as the largest market globally.

"Chinese consumers are increasingly passionate about sports and outdoor activities, and there is a surge in demand for high-performance, sustainable gear, especially in areas such as writing, recycling, and hiking," Johansson elaborated. He also noted the rapid evolution of the endurance sports market, stating, "we are excited to build a future together with the Chinese community."