Founded in 1999 and headquartered in Beijing, astute marketing and being recognised as keen activists for protecting the Tibetan antelope in the Kekexili Plateau saw brand awareness flourishing by 2004. At this time production and the business took off.
Initially working behind the scenes, in 2007 Wang moved away from the company’s daily operations and is now Toread’s public face, since becoming the fastest woman to complete the Explorer’s Grand Slam and only Chinese woman to climb all eight of the highest peaks on earth. She has also authored two books based on her sportswear business and mountaineering experiences and this together with her outdoor adventures has generated a number of celebrity and business elite brand ambassadors, further boosting brand credibility.
In 2009, Toread was one of the first batch of 28 companies to go public on Shenzhen’s Growth Enterprise Market. The company now has 1791 employees and operates in over 1100 sales points nationwide, offering a wide range of outdoor clothing and equipment, and has become one of China’s few domestic firms that compete with international labels.
Passionate about creating the best quality products on the market, the Toread Group have been instrumental in the creation of 22 industrial standards for outdoor products and invest significantly in the research and development of their own technical fabrics. The company, now having 46 patented products, completed construction of its new 10,000 square meter R&D centre in 2017 and is proudly in its 9thyear of providing products for China’s Polar Research and Arctic Expeditions team.
Using their own innovative TiEF and SAFree product technologies, Toread has developed three distinct ranges of clothing and equipment to meet the needs of all levels of outdoor adventures – Travelax, Trekking and Himex.
Toread Travelax series utilises natural materials and multi performance designs, intended for travel, city cross, camping, beach holidays.
Toread Trekking series, designed for use in multiple outdoor environments, it is intended for trekking, short distance cross, outdoor running and stream trekking type pursuits.
Toread Himex series is designed for extreme weather conditions and uses Toread’s top-scientific polar bionic technology. All products are field tested by professionals to provide safe and comfortable full protection for polar explorers.
From short distance walking to extreme mountain climbing, Toread has the products for all and through continued research and development they strive to offer only the very best in outdoor gear and equipment.