By  on July 5, 2011

Wuqing, China — Amid the rollinggreen farmland that stretches out in between China’s capital and one ofits largest cities, a replica of a 16th century Italian town has takenshape among the fields.
The airy complex is incorporates Italian-styled tiles, wood ornamentsand furniture, with no detail left to chance. In the middle of thedevelopment is a spacious, over-the-top replica of the Coliseum. Towardthe back, a gondolier steers his imported Italian boat down a quiet andpicturesque canal as shoppers and onlookers stop to watch.
Welcome to the lavish new world of luxury outlet mall shopping in China.
This is Florentia Village-Jingjin Designer Outlets, a high-enddevelopment created through a partnership between Italy’s Fingen Groupand the Waitex Group of the United States. The outlet mall opened thismonth midway between Beijing and Tianjin, at a prime spot on thehigh-speed rail line, where it will feature outlet shops for some of theworld’s leading luxury brands. More than three-dozen brands includingPrada, Giorgio Armani, Versace, Salvatore Ferragamo, Fendi, Bulgari andCoach are present in the complex, which opened last month. Eventuallythe mall will include outlet shops for more than 100 brands, as well asrestaurants and drinking establishments, according to management. A bitout of keeping with the mall’s Italian theme, KFC is already inbusiness.
“We chose to launch our first China outlet under the brand nameFlorentia Village in Wuqing because of its potential to attract a newgeneration of stylish Chinese consumers with fast growing disposableincome in the luxury sector,” Ivano Poma, chairman and CEO of FlorentiaVillage and managing director of RDM Asia, said in a release about theopening. “We are excited to bring many famous Italian brands into anoutlet center in China for the first time with guaranteed affordableprices year round.”

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