Louis Vuitton’s newest Asian store has opened, located at Shin Kong Place in Beijing.

And in a surprise development, a noticable feature of the store is products that do not carry the brand’s distinctive logo.

Media reports say the brand is starting to move away from logo-emblazoned looks to adjust to maturing tastes of Chinese luxury shoppers.

“With this new store we would like to take a step further and provide adapted shopping experience and service for our sophisticated clientele,” said president Philippe Fortunato of Louis Vuitton China in a statement.

With more than 40 stores across 30 Chinese cities, Louis Vuitton has suffered from brand saturation. It has been surpassed by another French brand Chanel as the leading luxury brand among Chinese, according to the World Luxury Index by the Digital Luxury Group.

But Louis Vuitton has put brakes on its expansion plans to preserve its exclusivity.

China’s luxury demand is expected to recover slowly because of the underlying appetite for luxury and wealth creation continuing.