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Stella McCartney has opened its first freestanding boutique in Shanghai as the brand takes direct control of its Chinese business.
The 1,195-square-foot store, which opened earlier this month, is located at the Reel Mall on Nanjing Road. In line with the brand’s current store design concept, the boutique features a glazed, ceramic tile facade, an oak parquet floor in a herringbone pattern and brass fixtures.
Stella McCartney, which is a joint venture between the British designer and French luxury giant PPR SA, is expanding in China. In October, the brand’s first kids’ shop-in-shop and lingerie corner will open on the fourth floor of Shanghai’s Reel Mall. Stella McCartney will open a Beijing store in December and a second Shanghai store next spring. The London-based brand recently took its China distribution in-house, terminating a franchising agreement with Lane Crawford. Lane Crawford remains Stella McCartney’s distributor in Hong Kong.
“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,” said Frederick Lukoff, chief executive officer of Stella McCartney.