Retailing, Franchising, and Consumerism Business Intelligence in China

Longchamp Opens First Flagship Store In China

Longchamp, a French high-end brand, has opened a flagship store at Sun Dong An in Beijing. It is the brand's first flagship store in China and the biggest flagship store for the company in the Asian area.

The store is fashionably designed and decorated, which is coordinated with the products sold in it. With an area of more than 250 square meters, the new store is divided into three areas, displaying women's bags and accessories; men's wear, bags and suitcases; and women's wear and bag series.

To celebrate the opening of the China flagship store, Philippe Cassegrain, president of Longchamp, specially designed a limited edition bag series with the characters of "Serving the people" on them. These bags will be sold only in the China flagship store.

So far, Longchamp has opened specialty stores in many countries and regions, including Paris, London, New York, the mainland China, Hong Kong, Athens, Tokyo and Sydney. Its 100th concept store, La Maison Unique, opened in New York in May 2006. The China flagship store opened in May 2008 is the brand's 108th specialty store around the world.

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