Bushman, the Czech outdoor fashion chain, has begun its cross-border expansion by opening its first outlet in Varna, Bulgaria. Sofia is a further destination on its map. The retailer, until now active in just the Czech Republic and Slovakia, claims it will extend its focus on markets in Austria, Germany, Scandinavia and South Africa, writes the economic daily E15. The brand’s strategy is to expand through franchises. In the Czech Republic Bushman operates nine shops on its own and further 15 through franchises. Production moved from the Czech Republic to Asia six years ago in a move to reduce costs.
