Retail operations determine how broad an audience a brand can reach; sustained investment in sporting culture determines how deeply and for how long it takes root in consumers’ minds.

RIMOWA has officially opened its first flagship store on the Chinese Mainland at Jing’an Kerry Centre in Shanghai.

NikeSKIMS, Sweaty Betty, Alo Yoga, Maia Active and Peak Performance are all stepping up their efforts in China’s women’s active lifestyle market.

Over the past three months, a number of sports and outdoor brands have accelerated their expansion into regional markets including Southwest China, South China, Northeast China and Hong Kong.

The most significant shift in the brand’s identity since its founding in 1949.

Elisa Wang pointed out that luxury brands are facing two key challenges in the Chinese market.

“If you move too quickly, you can destroy the brand and its stories. Believe me, there’s still significant growth potential ahead.”

Several overseas sports and outdoor brands have recently completed significant offline retail expansions in the Chinese market, spanning niche segments such as professional trail running, refined camping, and urban functional wear.

Luxe.CO Exclusive Interview with Tiffany Vice President of Heritage and Global Creative Visual Merchandising and Creative Director Christopher Young

Alexander Li, Director and Head of Retail Property at Hongkong Land, shared his front-line observations with Luxe.CO.