STELLA MCCARTNEY EXPANDS INTO CHINA WITH SHANGHAI STORE OPENING
LONDON August 12th, 2012. Stella McCartney will now operate as a directly owned business unit in China to distribute the brand’s collections and manage retail operations commencing with the opening of the first directly operated free-standing boutique in Shanghai. The new store at the Reel Mall on Nanjing Road is part of the brand’s
ongoing expansion into China. In October this year the first kid’s shop-in-shop and lingerie corner will open at Reel’s 4th floor; while a Beijing location will follow in December and a second Shanghai location in the spring of 2013. Stella McCartney has previously been distributed in China since 2004 at select luxury wholesale retailers. Frederick Lukoff, CEO of Stella McCartney comments: “As our brand is pursuing extension into Asia it is now time to take our business and presence in China further into the next step of growth by developing a local strategy focused on retail expansion and increased distribution.”
The 111 square meter space on the ground floor of the Reel mall, reflects the world of Stella McCartney using simple and natural materials contrasted with sculptural details. Illustrating her signature style combination of sharpness and femininity, the store interiors provide an intimate, personal and architectural atmosphere. The new store mirrors the Stella McCartney store design concept with large display windows framed by 3 dimensional hand glazed ceramic tile façade with ecru signage. Inside the gallery of the store, the oak parquet floor in a custom-made herringbone pattern designed by Raw Edges in Stella McCartney’s color palette of plums, pinks, natural and gray, guides the customer throughout the store. Brass sculptural rails and fixtures finished in an array of textures display Stella’s ready-to-wear designs that famously play on hard and soft; masculine and feminine. Handbags including the popular Falabella are merchandised on a concrete-like Venetian plaster wall with relief block shelving contrasted with bold colored organic felt and brass details; while rhombus tile plinths and ledge shelving provide additional accessory display. A lounge area with panoramic shelving houses the shoe collection next to an intimate lingerie section. Completing the space, fitting rooms play on humor and whimsy featuring abstract perspex pendants in bright colors and various random shapes. The Shanghai store will carry the brand’s luxury women’s ready-to-wear, shoes, bags, sunglasses and lingerie collections. Stella McCartney is also available in China at Lane Crawford, Joyce, IT, Rainbow, Spige and On Pedder.
About Stella McCartney
Stella McCartney is a 50/50 joint venture partnership between Ms. Stella McCartney and PPR’s luxury division established in 2001. A lifelong vegetarian, Stella McCartney does not use any leather or fur in her designs. The brand’s ready-to-wear, accessories, lingerie, fragrance, kids and adidas by Stella McCartney collections are available through 19 other free-standing stores including London, New York, Los Angeles, Tokyo, Hong Kong, Paris, Milan and the recently opened locations in Bangkok, Barcelona and Singapore, as well around 600 wholesale accounts in key cities worldwide.
Reel Mall, Ground Floor
1601 Nanjing Road
200040 Shanghai, China
Phone: +86 21 32536598
Fax: +86 21 32536599
Store Hours: Monday to Sunday 10am to 22pm
For more information please contact:
Worldwide Director of Public Relations