Kailas, one of China’s leading outdoor brands, is pushing its second label called Udjat. This brand covers a lower priced segment of the market and is largely focused on camping, although it also has a small line of apparel, footwear and equipment. The label was launched at the end of 2012, but was exclusively sold through its own website. Kailas has now decided to offer it to independent retailers and department stores as well. Since the launch of the new initiative, Udjat has developed ten single-branded stores to test the waters in offline retail outlets. Ken Chen, the executive in charge of Udjat at Kailas, said at ISPO BEIJING that the average price of Udjat goods are 30 percent lower than those of Kailas.