By  on May 21, 2007

SHANGHAI — Joyce's first Mainland China boutique opened with much glitz and fanfare here last month.

"Our ‘2 days|2 cities|2 splendors' Hong Kong and Shanghai openings and event went extremely well and we couldn't have asked for a better result," said Adrienne Ma, company director and daughter of founder Joyce Ma, referring to the Shanghai opening as well as that of the larger Joyce Central store in Hong Kong. "We received great support from numerous vendors — 13 brands joined us in the Hong Kong opening and 23 brands in Shanghai."

The opening also represents a salvo for multibrand stores, in a market where the monobrand concept dominates.

The new, 8,000-square-foot store on the second floor of Plaza 66 on Nanjing Lu opened with a ceremony attended by celebrities including Chinese actress Zhou Xun and designer Yohji Yamamoto and his mother, Fumi Yamamoto. A dinner the previous night at Vista at Bund Six and the show and party at the Shanghai MoCA that evening also were attended by Ann Demeulemeester, Nancy Gonzalez, John Rocha, Vidi Vichi founder Kyung Min Lee, a bevy of Hong Kong socialites, and senior management from Yohji Yamamoto, Jil Sander, Marni, Balenciaga, John Galliano, Dries Van Noten, Oscar de la Renta, Ann Demeulemeester, Neil Barrett, Nancy Gonzalez, Brunello Cucinelli, Number Nine, Undercover and Linda Farrow.

The MoCA fashion show and party, titled "Joyce Salutes to Fashion and Art," featured 80 outfits from the designer brands Joyce represents in China, including Anna Sui, Ann Demeulemeester, Balenciaga, Comme des Garçons, Fendi, Jil Sander, John Galliano and Oscar de la Renta, displayed on a catwalk created on the museum's ground floor. Interspersed about the setting, and exhibited on the second floor, was a selection of works by some of the leading names in Chinese contemporary art, including Ji Wenyu, Yang Fudong, Xue Song, Ding Yi, Zhou Tiehai, Zeng Fangzhi and Pu Jie.

While this marks Joyce's first multibrand boutique on the mainland, the company entered the market in late 2002 under its subsidiary, Joyce Distribution Limited, which now serves as a distributor for 11 monobrand stores for Versace, Versus and Etro. Last year brought a surge of Shanghai activity for the company: In April, it opened the first Jil Sander flagship at Plaza 66; in October, it launched Pleats Please Issey Miyake at Times Square, and in December, it unveiled Anna Sui at Plaza 66. Joyce also established a Shanghai office last year. Last month, it opened stores for Etro and three other brands in Mitsukoshi Shin Kong Place in Beijing.

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