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SINGAPORE : Lifestyle firm OSIM is aggressively expanding into China with plans to open more stores in second-tier cities like Dalian and Ningbo.
It is also rebranding itself to further reach out to the Chinese market over the next five years.
The move includes revamping the OSIM stores to include private rooms with massage chairs. The company expects all stores across Asia to be retrofitted in two years.
OSIM has been selling healthy lifestyle products for 30 years. It now has 228 outlets across China, with plans to open 40 more outlets by the end of this year.
It is targeting 60 second-tier cities for rapid growth, while planning to expand its presence in 35 first tier Chinese cities such as Shanghai, Beijing and Shenzhen.
Aside from massage chairs and healthcare gadgets, the company also intends to grow its health supplements brand RichLife.
Ron Sim, CEO of OSIM, said: "Even in the top tier cities of 35, we have not expanded enough stores per city. So there's huge growth. And consumers-at-large in China, you'll be surprised, they are pretty cash-rich."
OSIM reported sterling results for its first half performance this year, posting a net profit of S$20.1 million, up 146 per cent from the same period a year ago.
- CNA/al
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