Louis Vuitton tests a dedicated homewear shop in Shanghai

The French brand has announced that it is testing a pop-up format for its homeware products in China’s largest city: Shanghai.

This is a world first for Louis Vuitton. The flagship house of the Lvmh group has just inaugurated, this Monday, a pop-up shop presenting only in-house items. It is located behind Nanjing Road, the city’s main high-end shopping street.

Currently open by appointment only, the shop will become permanent if it is successful, the brand said in a statement.

Another space is dedicated to the exhibition of the creations of Frank Chou, the first designer from mainland China that Louis Vuitton called upon to collaborate on its “Objet Nomades” collection.

This test expresses the French luxury brand’s desire to expand its lifestyle product offering to a wealthy Chinese clientele looking for the Vuitton experience, beyond clothing and accessories.

Finding new avenues of growth, especially among affluent consumers, is becoming increasingly important for luxury brands in China, as luxury spending is on the dot with China’s zero covid policy.

Louis Vuitton understands this and has already embarked on a more “lifestyle” focused offering in China last month by opening a shop in the southwestern city of Chengdu, including a showroom and restaurant.

“LMVH is striving to reposition itself as a contemporary luxury brand by tapping into new avenues that resonate with China’s dynamic millennial and Generation Z consumers.” notes Bobby Verghese, consumer analyst at GlobalData.

Featured photo : © TonyV3112 / Shutterstock.com

What's Your Reaction?

Excited

Happy

In Love

Not Sure

Silly

Hélène Cougot

Passionnée depuis son plus jeune âge par l’art et la mode, Hélène s’oriente vers une école de stylisme, l’Atelier Chardon-Savard à Paris, avec une option Communication. Afin d’ajouter des cordes à son arc, elle décide de compléter sa formation par un MBA en Management du Luxe et Marketing Expérientiel à l’Institut Supérieur de Gestion à Paris dont elle sort diplômée en 2020. Elle a notamment écrit des articles lifestyle et beauté pour le magazine Do it in Paris et se spécialise en rédaction d’articles concernant le luxe, l’art et la mode au sein du magazine Luxus Plus.********** [EN] Passionate about art and fashion from a young age, Hélène went to a fashion design school, Atelier Chardon-Savard in Paris, with a Communication option. In order to add more strings to her bow, she decided to complete her education with an MBA in Luxury Management and Experiential Marketing at the Institut Supérieur de Gestion in Paris from which she graduated in 2020. She has written lifestyle and beauty articles for Do it in Paris magazine and specializes in writing articles about luxury, art and fashion for Luxus Plus magazine.