Xtep Forms JV To Accelerate Malaysia Expansion
KUALA LUMPUR, Jan 19 (Bernama) -- Running shoe brand Xtep has entered a joint venture (JV) with Bonia, a Malaysia-based distributor with more than five decades of market experience, marking a strategic push to accelerate its growth in Malaysia and strengthen its position in Southeast Asia.
The move signals a shift in Xtep’s local operating model from a single exclusive distributor to a multi-channel strategy, according to a statement.
As part of the transition, former exclusive partner VGO will become a “non-exclusive distributor” and remain a key collaborator, leveraging its established strengths to deepen Xtep’s market reach.
Bonia will focus on expanding Xtep’s presence in prime commercial districts and major running hubs across Malaysia, while VGO continues to support the brand through channels where it holds a competitive advantage. Analysts view the partnership as a catalyst for Xtep’s ambition to become Southeast Asia’s leading running brand.
Malaysia is widely considered as Xtep’s launchpad for broader regional expansion, aligning with the company’s “Chinese Root, World-Class Running Shoes” strategy unveiled in 2022. Bonia’s regional footprint spans Malaysia, Singapore, Indonesia and Thailand, supported by long-standing relationships with major shopping centres and strong cross-border retail capabilities.
The first flagship store under the Xtep–Bonia partnership has opened at Mid Valley Megamall in Kuala Lumpur. The 3,262-square-foot professional running store features function-based product displays, a trial running zone, and foot shape and gait analysis services, offering runners an immersive, technology-driven experience.
Malaysia’s growing running culture underpins the strategy. According to World Bank and Euromonitor International data, the country hosts Southeast Asia’s largest sportswear and footwear market, while a 2023 national survey found jogging to be the most popular sport among Malaysians, with the 2024 Kuala Lumpur Standard Chartered Marathon drawing over 40,000 participants.
Since entering Malaysia in 2024, Xtep has pursued a “professional-to-mass influence” approach, engaging local communities through races and events, including the Penang “10KM Time Challenge” that attracted international elite runners.
With the new joint venture, Xtep positions Malaysia as both a strategic growth hub and a showcase for its global running ambitions.
-- BERNAMA