London-based fashion brand Stella McCartney has taken its China distribution into its own hands by opening a freestanding store in Shanghai.

The store, which comprises 1195sqft, is located inside Reel Mall in prime retail strip of Nanjing Rd. The facade is made of glazed ceramic tiles while the oak parquet floor is patterned in herringbone. The interior is also fitted with brass fixtures.

“As our brand is pursuing extension into Asia it is now time to take our business and presence in China further into the next step of growth by developing a local strategy focused on retail expansion and increased distribution,” said Frederick Lukoff, CEO, Stella McCartney.

In line with its retail move, Stella McCartney has terminated its licensing agreement in China with Hong Kong-based retail company Lane Crawford, while keeping its licensing rights in Hong Kong.

The new Shanghai store is just one of several stores that Stella McCartney plans for China. The Shanghai store will be expanded in October with the addition of children’s and lingerie store. Another store is due to open in Beijing in December while a second Shanghai store is planned next year.

Meanwhile, Stella McCartney has ended its distribution partnership with Unit and Guest Company in Japan as part of its strategy to operate business directly and mobilise growth in the Japanese market.

Stella McCartney is a partnership between designer Stella McCartney and PPR’s luxury division established in 2001 as a 50:50 joint venture. Stella McCartney operates freestanding stores in Manhattan, London, LA, Paris, Milan,Tokyo and Shanghai. Her collections are distributed in over 50 countries through 600 wholesale accounts including specialty shops and department stores.

GB