Discovery goes retail

Discovery Enterprises International (DEI) is launching international retail destinations and e-commerce websites for Discovery Expedition, the new lifestyle and outdoor apparel brand for men ages 20 to 45.

DEI will execute a three-pronged retail strategy: an e-commerce platform, store-in-store concepts and flagship stores across Asia-Pacific and Europe.

In Asia-Pacific, a dedicated website, flagship retail outlets and shop-in-shops will launch simultaneously in early 2012 across China, Korea and Southeast Asia.

For China, flagship stores will open beginning in the third quarter of 2012, with more than 200 retail point-of sale locations launching through the end of 2012. The stores offer consumers an immersive Discovery-esque retail experience.