Retailing, Franchising, and Consumerism Business Intelligence in China

Danish Fashion Brand Hummel To Open First Flagship Store In China

Danish sports fashion brand Hummel will soon enter Shanghai and open its first Chinese flagship store.

It is said that Hummel's new flagship store will be located in Shanghai's Aegean Shopping Mall. With a total area of about 600 square meters, the new store will have two floors.

The new flagship store will feature Hummel's fashion series, classic series clothing, and celebrity joint limited editions.

According to public files, Hummel was established in 1923 and it was clothing sponsor of Danish national football team and many famous football clubs, including Real Madrid, Tottenham Hotspur, and Aston Villa.

Hummel opened its Tmall overseas flagship store on May 16, 2018, but the store only has less than 13,000 followers by far.

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