US outdoor camping brand Coleman inaugurated its first China flagship store in Shanghai's Xintiandi Dongtaili shopping area on Jan 16.

The launch featured the lighting of the city's largest classic Coleman camping lantern and marked the start of a 10-day camping festival, injecting fresh energy into China's outdoor lifestyle market.

China's outdoor lifestyle sector is growing rapidly, with a market size surpassing 3 trillion yuan ($431.2 billion) in 2025, representing a year-on-year increase of more than 20 percent.

US consumer goods company Newell Brands owns and operates a portfolio of leading brands across various categories, including Coleman. Its Greater China general manager, Cheng Jianhua, noted that the Chinese embrace the outdoors as a natural extension of home, seeking harmony with nature. This aligns with Coleman's philosophy that outdoor experiences are not only about exploration, but also about reconnecting with inner emotions and fostering human care.

Coleman not only provides high-quality outdoor equipment but also emphasizes building human connections and shared experiences in nature, bringing this vision to life through its products, added Cheng.

The new flagship store, designed as an immersive "home in nature", blends the expansive freedom of the outdoors with a warm and welcoming indoor atmosphere.

Looking ahead, Coleman plans to continue engaging with Chinese consumers by tailoring its products and services to local climate conditions and camping habits, ensuring its equipment meets domestic needs.

Source: Wenhui Daily