Frette China has opened its first flagship store, in Shanghai’s Puxi district.
In the five-level Plaza 66 shopping centre and designed by New York architectural firm Kohn Pedersen Fox, the Frette boutique covers 230 sqm.
It offers classic and seasonal collections of bed linen and towels, as well as accessories.
Frette was established in Grenoble, France, in 1860. It relocated to Concorezzo, Italy, in 1865 and now has its headquarters in Monza. It specialises in luxury home furnishings, including bedding and towels, and provides linen to such hotels as Raffles Hotel Singapore, The Four Seasons, The Peninsula Hong Kong and The Ritz London.
While the company has 25 stores across Asia, it regards the market as “significantly underdeveloped”.
“We’ve opened flagships in Taiwan and Hong Kong, but have really only just started in Southeast Asia,” says CEO Herve Martin. “Until now, we haven’t been present at all in China and Japan.
“In my eyes, China is the place of the moment and will play a major role in the coming decades — not just in the luxury business industries, but in all industries. China is at the forefront of world evolution. Now is the right time to build up here.”
After Shanghai he expects there may be a demand to open in Beijing, and the company’s mid-term goals could possibly also include Chengdu, Guangzhou and Shenzhen.