Select Language:
After launching several retail locations in major Chinese cities last year, the travel lifestyle brand opened its first flagship store in Shanghai on July 1st. The new store, situated at the Shanghai Centre, underscores the company’s growing dedication to China’s vast luxury market.
“This location was chosen because of Shanghai’s sophisticated, diverse consumer base and its prominent role in shaping fashion trends and cultural influences,” explained Aris Maroulis, Vice President for Asia-Pacific and the Middle East, during his visit to the city.
Currently operating in over 20 cities across China, the brand expanded significantly last September with the opening of three new stores in top-tier cities, including Shanghai. This expansion demonstrates confidence in the strong local demand. This year marks its 50th anniversary, with plans to open additional stores in upscale shopping centers within emerging first-tier cities like Hangzhou, Xi’an, and Wuhan. The company also intends to run targeted regional campaigns both online and offline.
Understanding the unique needs of Chinese consumers has become a top priority. These consumers tend to be highly engaged, culturally savvy, and digitally adept, expecting more than just premium products. They seek relevance, meaningful connections, and brands that resonate locally.
To cater to these expectations, the brand has embraced digital trends prevalent in China, such as live-streaming shopping on platforms like Douyin (TikTok) and Xiaohongshu (Red). While enhancing its digital presence, it remains committed to its core values of quality, durability, and innovation.
The Shanghai flagship features an open-concept VIP lounge and an engaging materials display wall, allowing visitors to interact with the latest design materials and experience firsthand the brand’s technological advancements.
In addition to premium locations, the new stores boast larger floor areas and improved product displays to increase visibility. To appeal to a wider audience, the brand introduced new products like the lightweight 19 Degree Lite collection, made with innovative yet durable materials.
Expanding its lifestyle offerings, the company has launched new accessories such as cigar cases and sunglasses. It is also advancing its women’s line with the debut of two collections, Agent and Olas. A personalized atelier within the store allows customers to have initials, symbols, or city motifs—such as a Shanghai-exclusive monogram—engraved on their purchases in just minutes.
To boost its regional influence, the brand has appointed Chinese actor Wei Daxun as its ambassador for the Asia-Pacific region. Looking forward over the next three to five years, the company plans to focus on several growth strategies: engaging younger consumers, enhancing the retail experience, pursuing strategic expansion, and developing its female customer base through new lifestyle products.
Add us on ChatGPT
Add us on Perplexity
