(Yicai Global) July 13 -- Shares of Beijing Sanfo Outdoor Products rose after a subsidiary of the Chinese outdoor sporting goods chain became the exclusive agent of Swedish peer Houdini Sportswear in China.

Sanfo Outdoor [SHE: 002780] rose 1.8 percent to CNY13.46 (USD1.88) as of 2.25 p.m. today, after earlier jumping by as much as 2.3 percent. The benchmark Shenzhen Composite Index climbed 1.6 percent.

Flying Frog Trading gained Stockholm-based Houdini Sportswear’s authorization to be its exclusive agent and hold the sales rights for all of its products in the Chinese market, including for online and offline retail and wholesaling, the Beijing-based parent firm said late yesterday. The deal is for five and a half years, starting July 1, it added.

Established in 1993 by Swedish mountain climber and designer Lotta Giornofelice, Houdini Sportswear is a signature outdoor brand in the Nordic countries, Sanfo Outdoor noted. The brand combines functionality with fashion, mainly producing ski and hiking clothing, it added.

The collaboration will enrich the layout of products Sanfo Outdoor distributes as an agent, enhance its competitiveness, and expand its wholesale channels and online and offline business, the company said, without disclosing further details.

Sanfo Outdoor had 48 outlets for professional outdoor goods in 17 major cities in China as of the end of last year. It has operated or served as the local agent for several overseas outdoor clothing brands, including X-Bionic, Klattermusen, Crispi Sport, Danner, Mystery Ranch, and La Sportiva.

Editor: Martin Kadiev