By  on November 8, 2013

SHANGHAI — Peuterey is celebrating the opening of its first flagship in China, indicating the Italian outerwear brand owned by Lucca, Italy-based Peuterey Group SpA is confident Mainland consumers are ready to buy expensive jackets from a niche label focused on design rather than coats from dominant luxury players already in the market.

The 1,000-square-foot retail space officially opened this week in the Jing’An Kerry Centre, an upscale shopping center in central Shanghai. The brand also has a store in Beijing and an additional unit in Shanghai. Peuterey Group president Francesca Lusini said there are plans to open 20 stores in three years in China. Stores are slated to open next in Tianjin, a city outside of Beijing, and Chengdu in southern China. Openings will be a mix of directly operated locations and stores opened with franchise partners.

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