I
We select.
Not every brand is right for China, and not every operator is right for a brand.
We look for established European brands with a real history and a product that travels, and we say no early when the fit is not there.
II
We introduce.
The partner who can carry the brand, not a list of contacts.
We shortlist the operators, prepare the brand file, present the brand, and bring both sides to the table.
III
We stay.
From the first conversation to the agreement.
Terms are worked out between you and the partner, with us at hand. Your counsel reviews the draft. We stay involved through the agreement.
China has no single way in
Sports retailers, licensed operators, distributors and specialist chains each build brands in their own way, on their own terms. We study them closely, and match every brand to the one best placed to carry it.
What a partner must bring
Foundation first
The trademark registered in the brand’s name under China’s first-to-file system before anything ships. Realistic timelines, not overnight promises.
Real localisation
Local talent in the driver’s seat, product adapted to live market feedback, and a supply chain tight enough to restock fast during the major shopping festivals.
Sharp positioning
The brand placed at the top of its niche, priced and ranged for China, on the seasonal cadence Chinese consumers expect.
A real digital presence
Xiaohongshu, Douyin and Tmall, with community built through WeChat and trusted local voices. Not a storefront that sits there.
Six ways into China
Each one points to a different kind of partner. Which one fits is the first thing we work out with you.
Cross-border online
to test demand before a local entry
Wholesale and distribution
as an ongoing relationship
Retail franchise
online, offline or both
Exclusive master distributor
for China, including store openings
Licensing
to produce, market and distribute locally
Joint venture
with both sides co-investing
How it works
Four steps, from the first call to the signed agreement.
- 1
A conversation
Thirty minutes on your brand and your ambition, and an honest read on whether China is the right next market.
- 2
The brief
We prepare the brand file an operator needs: positioning, range, price architecture, and what must stay protected.
- 3
The introduction
We present your brand to the operator that fits it. You hear where it stands at every step, and a no as clearly as a yes.
- 4
The agreement
Terms are worked out between you and the partner, with us at hand. Your counsel reviews the draft. We stay involved through the agreement.
Which brands fit
Established in Europe, new to China. A real history, a recognisable product, and a story that survives translation.
- At home in its category in Europe for decades, not seasons
- Consumer-facing: outdoor and sport, fashion and accessories, home and lifestyle, food and drink
- No exclusive partner in China today
- An owner or board willing to decide
If that is you, we should talk. If it is not yet, we will say so in the first call.
A family firm from Bavaria
Menard Business Development was founded by Nina Menard after more than twenty years in management in international business environments, leading complex projects, global teams and multi-million-euro budgets. The firm applies that experience to a single mission: opening the Chinese market to heritage European brands.
Nina ran operations for Esimit Europa, the sailing project that raced under the flag of the European Union with BMW and adidas as partners. Her ties to China go back more than a decade, to those years. This firm is built on the work before the first meeting: the brand, its name in China’s register, and the operator that fits.