The men’s and women’s special knitwear range will be sold in about 25 stores in the world.
Exhibitions are a labor of love for the brand’s creative director.
As they draw an increasing number of Chinese visitors, exhibitors are raising the level of craftsmanship and design.
The new space complements the company’s established presence in Milan.
Working in tandem with Simons, Gulin-Merle will be responsible for further expanding the brand’s voice and global marketing platforms.
Analysts said the Chinese conglomerate must take a long-term view, as throwing money at the brand is not enough.