Antoine Arnault of LVMH and Sun Shanghai of CIIE

PARIS — LVMH Moët Hennessy Louis Vuitton on Monday signed a deal to bolster its presence at China’s International Import Expo, or CIIE, a Shanghai trade show event in November, adding a touch of luxury to a flurry of Chinese deals as the country’s President Xi Jinping sweeps through Europe. 

The agreement was concluded in a conference room of LVMH’s headquarters here by Antoine Arnault, who heads the luxury behemoth’s communications department as well as the brands Berluti and Loro Piana, along with Sun Chenghai, president of the CIIE.

Two of the group’s labels, Hublot and Moët Hennessy took part last year, the first edition of the fair, which was established by President Xi.

“We work with experience, don’t jump in the pool before trying it,” said Arnault, when asked why the company hadn’t brought more labels to the event last year.

Asked what LVMH labels would take part in the upcoming edition, to be held Nov. 5 to 10, Arnault said there had been a request for the group’s largest brands, citing Louis Vuitton and Dior, but added there would likely be labels in the high-tech sphere as well, likely watch brands and perhaps the luggage brand Rimowa.

“I hope there will be a little room for Berluti or Loro Piana, we’ll see,” he said, referring to the labels he manages. 

The group expects to occupy a space of nearly 4,000 square feet in a new section dedicated to the luxury realm, including a space for events for Chinese consumers.

Last year’s event included over a million visitors, according to officials, who bill the event as a gateway to the country’s vast market.

LVMH, which counts over 15,000 employees in China, does not break down annual revenues by country, but the proportion of sales generated by the group in Asia, excluding Japan, has risen from 26 percent to 29 percent in the past couple of years. Business in the U.S., meanwhile, has declined from 27 percent to 24 percent over the same period. 

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